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A proposed model of online consumer behavior: Assessing the role of gender
- Source :
- Journal of Business Research. Sept-Oct, 2010, Vol. 63 Issue 9-10, p926, 9 p.
- Publication Year :
- 2010
-
Abstract
- To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2009.02.027 Byline: Marie-Odile Richard (a), Jean-Charles Chebat (b), Zhiyong Yang (c), Sanjay Putrevu (d) Keywords: Web experience; Web atmospherics; Website exploratory behavior; Website involvement; Modeling; Gender Abstract: This research examined the influence of Internet experience and web atmospherics on consumer online behavior. It developed a model of web navigation behavior where these antecedent variables drove website exploratory behavior and website involvement, which in turn, drove site attitudes and pre-purchase evaluations. These relationships were tested and confirmed in the context of a pharmaceutical website. Further, men and women differed in web navigation behavior, with men engaging in less exploratory behavior and developing less website involvement than women. However, across the two sexes, entertainment, challenge, and effectiveness of information content were the key drivers of website attitudes. The findings provide several guidelines for online communication strategy. Author Affiliation: (a) University of Montreal, Canada (b) Ecole des Hautes Etudes Commerciales, Canada (c) University of Texas at Arlington, United States (d) SUNY at Albany, United States Article History: Received 28 July 2008; Accepted 28 February 2009
Details
- Language :
- English
- ISSN :
- 01482963
- Volume :
- 63
- Issue :
- 9-10
- Database :
- Gale General OneFile
- Journal :
- Journal of Business Research
- Publication Type :
- Academic Journal
- Accession number :
- edsgcl.233513331