Influence of Gender on Internet Commerce: An Explorative Study in Singapore

This study aims to examine how gender influences one's attitude towards online purchasing, and hence purchase intention among online consumers by focusing on three critical determinants-emotional expectations, trust, and self-efficacy. Results obtained from an online survey of 120 Singaporean consumers revealed that emotional expectations, trust, and self-efficacy significantly influenced one's attitude towards Internet commerce regardless of gender. However, females had significantly lower levels of trust and self-efficacy with regard to Internet commerce, and thereby had less favourable attitudes than male consumers. The study suggests that learning gender differences is critical for electronic retailers (e-tailers) to create more positive perceptions toward online purchases.