The Gender Effect on Consumer Attitudes Toward Payment Methods: The Case of Online Chinese Customers

This study examines the gender effect on consumer attitudes toward payment methods of online shopping. The objective is to study factors that may affect consumer online shopping behavior. The empirical analysis of this study relies upon data from 526 valid Chinese consumer questionnaire responses. Although the empirical results reveal that both male and female consumers demonstrate a high concern about the importance of cash on delivery and perceived risks when shopping online, female consumers pay more attention to these two factors than do their male counterparts. Female consumers express low confidence about using online payment methods. In addition, it was found that when female consumers recognized the existence of perceived risks and their online shopping intention was lower than male consumers’. Structural equation modeling was used for analysis. The results may direct marketing managers of online retailers to establish integrated long-term market strategies to promote online shopping for female consumers.