Does gender make a difference on college students' online shopping perception in China?

Abstract

The purpose of this research is to explore the gender difference on college students’ online shopping perception in China. The questionnaire, credibility evaluation, and SEM theory are contained. The respondents consist of 251 college students (59% male and 41% female), and they are all from the five regions (north, south, central, west, and east) in China. After the data process and analysis, the correlations between the site quality, trust, perceived usefulness, subjective norms, enjoyment, and continuance intention are clarified. The results show that the males are significantly influenced by the trust and subjective norms, and females would rather focus on the site quality and perceived usefulness. Each independent factor haves direct or indirect effect on consumers’ continuance intention, as for men, the subjective norms influence the most. The enjoyment influences the women the best. The site quality is the least factor which influence men, and trust is the least factor which influence women. The conclusion can be used as a guide for e-commerce retailers to do the sales promotion, and also the advice for impulsive student consumers.