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| Author: | Andrews, L. (et al.) |
| Title: | Gendered perceptions of experiential value in using web-based retail channels |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.640-658 |
| Index terms: | internet shopping consumer behaviour gender perception consumption |
| Language: | eng |
| Abstract: | Drawing upon the theory of consumption value this study examines gendered perceptions of the functional, social and conditional value of using a virtual consumption setting for purchasing. Data was collected through an online survey and analysed using multiple discriminant analysis to determine meaningful differences between male and female purchasers and non-purchasers. The study provides practical implications for marketers to leverage consumption values that influence male and female consumers' choice to purchase online and then drive their behaviour online through integrated marketing campaigns that involve both on- and offline strategies. |
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