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A proposed model of online consumer behavior: Assessing the role of gender

Authors :
Richard, Marie-Odile
Chebat, Jean-Charles
Yang, Zhiyong
Putrevu, Sanjay
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