A cross cultural study of gender differences in omnichannel retailing contexts

This research examines gender difference in omnichannel experience modern shopping malls, combining personal, physical and virtual encounters. It proposes a new theoretical model: the gender-based mall model. Data was collected using 1139 questionnaires completed by millennial shoppers United Kingdom Arab Emirates. analysed partial least squares. The results showed shift males behaviour as they pay more attention to peer interaction on social platforms, service excellence, convenience, diversity personalisation malls than female shoppers, while aesthetics privacy are important for shoppers. • study develops model is tested validated Major differences exist customer malls. Combining environments encounters can improve