Buying on the internet: gender differences in on-line and conventional buying motivations

Dittmar, Helga, Long, Karen and Meek, Rosie (2004) Buying on the internet: gender differences in on-line and conventional buying motivations. Sex Roles, 50 (5). pp. 423-444. ISSN 0360-0025

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Two studies are reported that examine gender differences in attitudes toward conventional buying and on-line buying. Thematic analysis of open-ended accounts (n=113) in Study 1 provides a rich, qualitative map of buying attitude dimensions that are important to young women and men. Study 2 is a quantitative survey (n=240) of functional, emotional–social, and identity-related buying motivations in the 2 environments. The on-line environment has an effect on buying attitudes, but more strongly so for women than for men. Whereas men's functional concerns are amplified—rather than changed—in the shift from conventional to on-line buying, women's motivational priorities show a reversal, and less involvement in shopping. In contrast to men, women's on-line buying is associated with barriers (social–experiential factors) and facilitators (efficiency, identity-related concerns) grounded in their attitudes toward conventional buying. This has implications for the ease with which women and men can and want to adapt to the accelerating shift toward computer-mediated shopping.

Item Type: Article
Additional Information: Joint research with Dittmar. Meek was RA. Significant contribution to all aspects of the research and writing of the paper.
Schools and Departments: School of Psychology > Psychology
Depositing User: Helga Dittmar
Date Deposited: 06 Feb 2012 15:35
Last Modified: 06 Feb 2017 09:57
Google Scholar:77 Citations
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