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Cited by 465Technology Adoption and User BehaviourConsumer Retail Behavior StudiesConsumer Behavior and Marketing Influence

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Gender and E-commerce: an exploratory study.

Rodgers, Shelly, Harris, Mary Ann·2003·Journal of Advertising Research
DOI 10.2501/jar-43-3-322-329
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Abstract

The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience. Perceived emotional benefits are discussed as a primary reason women lack support for e-commerce activity. Additional concepts in our model include trust (i.e., skepticism) and practicality (i.e., convenience). Our survey findings revealed that these three concepts—emotion, trust, and convenience—predicted women9s dissatisfaction (and men9s satisfaction) with online shopping, as well as men and women9s actual shopping behavior. The authors offer ideas to help e-marketers form stronger emotional bonds with female shoppers.

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References 24 · Cited by 465

Research works printed but not linked: 28

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Metadata

Authors
Rodgers, S., & Harris, M. A.
Affiliations
  • University of Missouri (US)
  • University of Minnesota (US)
ORCID
Rodgers, Shelly
Venue
Journal of Advertising Research
Publisher
Informa UK Limited
Published
2003-09
Volume
43
Issue
3
Pages
322-329
ISSN
  • 0021-8499 (ISSN-L)
  • 1740-1909
DOI
10.2501/jar-43-3-322-329
OpenAlex
W2136678694
Cited by
465
References
24
Citations by year
2026: 1 · 2025: 11 · 2024: 7 · 2023: 16 · 2022: 32 · 2021: 40 · 2020: 25 · 2019: 27 · 2018: 30 · 2017: 23 · 2016: 32 · 2015: 21 · 2014: 24 · 2013: 23 · 2012: 26
FWCI
13.66
Type
journal article
Language
en
Open access
closed
Locations
  • Journal of Advertising Research (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
gender differences, e-commerce, online shopping, customer satisfaction, customer dissatisfaction, emotional benefits, trust, convenience, shopping behavior, digital marketing

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CoChat. (2026). Citation check: Gender and E-commerce: an exploratory study. https://app.cochat.ai/papers/10.2501/jar-43-3-322-329
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Rodgers, S., & Harris, M. A. (2003). Gender and E-commerce: an exploratory study. Journal of Advertising Research. https://doi.org/10.2501/jar-43-3-322-329

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