African Journal of Gender and Women Studies
African Journal of Gender and Women Studies ISSN 2516-9831 Vol. 5 (4), pp. 001-009, April, 2020. © International Scholars Journals
Full Length Research Paper
Gender differences in adolescents’ online shopping motivations
Huang Jen-Hung and Yang Yi-Chun*
Department of Management Science, National Chiao Tung University, Hsinchu, Taiwan, ROC, Taiwan.
Accepted 21 January, 2020
Few studies discuss gender differences in online shopping motivations among adolescents. This study was to investigate gender differences in adolescents©online shopping motivations based on utilitarian and hedonic motivations. Utilitarian motivations consist of convenience, choice, availability of information, lack of sociality, and cost saving, whereas, hedonic motivations comprise adventure, sociality, fashion, value and authority. 639 high school students in Taiwan were selected and the result indicated that male adolescents hold significantly more positive attitudes toward online shopping on utilitarian motivations (for example, convenience, lack of sociality and cost saving) than the female adolescents whereas, female counterparts put more emphasis on hedonic motivations (for example, adventure, sociality, fashion and value) on internet consumption. It suggests that, gender differences really exist in online shopping. The study provides a direction for the further research of internet marketing.
Key words: Online shopping, gender differences, utilitarian value, hedonic value, adolescents.
List of Other Journals
[Abstract][Full Article - PDF][Download Full Article - PDF]Search Pubmed for articles by:Huang Jen-Hung Yang Yi-Chun*Search Google Scholar for articles by:Huang Jen-Hung Yang Yi-Chun*PreferencesRelated ArticlesEmail this Article to a friendPrint this ArticleArticle Access Statistics
PDF Downloaded 1912