مقاله انگلیسی رایگان در مورد تفاوت های جنسیتی در تصمیم گیری خرید – اسپرینگر 2018

Understanding online consumer decision making is essential to the success of e-commerce. Online product presentation plays an important role in e-vendors’ marketing strategy. Generally, e-vendors love to deliver detailed product information to their customers. The quality of product information is necessary for consumers to evaluate products, thus impacting their online purchase decisions. With the advancement of the Internet, new web-based multimedia technologies are actively used in online product presentations to provide more decisions aids in consumers’ product evaluations and purchase decision making (Jiang and Benbasat 2007; Wang and Benbasat 2009). E-vendors have been continuously improving the look, feel and performance of online product presentations and seeking to improve the quality of information presented to consumers. However, increased competition in online sales has made product differentiation more difficult. Brand managers and evendors alike are paying increased attention to their Web presence. A common market segmentation task is to investigate whether market segments differ in their perception of and reaction to online product presentations. One of the most common market segmentation variables is gender. While new interactive human-computer interface (HCI) technologies and design functions are implemented in an attempt to increase the effectiveness of online product presentations, scant business research tests for gender differences in response to ecommerce web design. Similarly, scant research examines whether consumer decision processing of online promotional content differs across genders. Brand managers attempt to tailor online product presentations for each major target market to facilitate information transfer and to encourage market demand. Continued research into how different target markets perceive online promotional materials is therefore warranted. The genders have been shown to differ in consumer decision making (Bakewell and Mitchell 2003, 2004; Mitchell and Walsh 2004), purchasing processes (Pahl 1990), and online consumer behavior (Ndubisi and Nelson 2006; Kim et al. 2007). However, prior HCI and e-commerce research fails to delve into and theoretically explain gender differences in HCI and e-commerce evaluations. While gender is a key segmentation variable in product development, how the genders differ in e-commerce purchase decision-making remains poorly understood.