An Investigation into Gender and Age Differences in Online Consumer Behaviour

Abstract

Purpose: The purpose of this research is to investigate and analyse gender and age differences in online consumer behaviour. The research will explore factors that are crucial to the long-term success of e-commerce. Design/Methodology/Approach: This research was carried out using a quantitative self-completion questionnaire. The questionnaire will be distributed online using a convenience sample. The sample consists of 100 individuals over 24 years, who have purchased online. Findings: The data analysis concluded that gender differences in consumer behaviour are changing as society shifts toward digital commerce. Much of the findings contradict those in previous literature, particularly due to a shrinking gap between male and female technological capability – and findings are more closely aligned with gender differences in information processing. Moreover, online consumer behaviour differences between generational cohorts adhere to the Unified Theory of Acceptance and Use of Technology. Practical Implications: The magnitude of e-commerce itself is enough to provide reason for the necessity of this research. Nevertheless, a case has been made throughout this paper surrounding the importance for businesses to differentiate themselves from other e-vendors – which can be done by ensuring that the company website is presented in a manner which target market consumers will respond well to. Originality/value: The present study makes several noteworthy contributions to the body of literature already available and prompts further discussion surrounding age in online consumer behaviour.