Perceived Quality of Online Shopping: Does Gender Make a Difference?

Data from a sample of U.S. consumers are examined for gender-based differences in perceptions about factors affecting the perceived quality of online retailers. Seven electronic retailing (e-tailing) quality dimensions (reliability, accessibility, ordering services, convenience, product content, assurance, and credibility) are derived empirically using factor analysis. We find that women place significantly more importance on assurance than do men. This dimension, dealing with privacy and security, is closely related to trust. We find no gender-based differences in the frequency of online browsing or purchasing, but do find differences in the types of products women and men prefer to buy online.