Gender-Based Differences in Consumer E-Commerce Adoption

Despite the spread of e-commerce, few studies have investigated gender-based differences in the adoption of consumer-oriented electronic commerce. Theory and evidence from other domains indicates that such differences may exist. Using innovation diffusion theory as a framework, we empirically investigate whether the impact of beliefs regarding the characteristics of e-commerce and the trustworthiness of Web merchants on intentions to use e-commerce differ according to gender. Results indicate that such differences do exist. Perceived compatibility and visibility have greater impacts for women. In contrast, males' use intentions are more driven by perceived relative advantage and result demonstrability. No differences were found for perceived ease of use and Web merchant trustworthiness.