Generation Y Consumers and Online Shopping: Investigating Gender Differences in Trust, Experience and Shopping Channel Preference

 ABSTRACT - This study focuses on Generation Y as consumers and examines gender differences in online trust, shopping channel preference, online shopping experience, as well as Internet-related technological experience. The findings are based on a large scale survey and the results suggest significant gender differences. Women tend to perceive lower levels of trust towards online purchasing than men, exhibit less experience in online shopping and Internet related technologies, and choose the Internet as their preferred shopping channel less often than men do. Assessment of the relative impact of these variables in discriminating between the genders revealed that technological experience was the most important discriminant, followed by shopping channel preference, online trust and online shopping experience.  


Sari Silvanto, (2004) ,"Generation Y Consumers and Online Shopping: Investigating Gender Differences in Trust, Experience and Shopping Channel Preference", in GCB - Gender and Consumer Behavior Volume 7, eds. Linda Scott and Craig Thompson, Madison, WI : Association for Consumer Research, Pages: .


Sari Silvanto,, Warwick Business School, University of Warwick, United Kingdom*


GCB - Gender and Consumer Behavior Volume 7 | 2004

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