Preferences in e-Commerce Among Men, Women, and Mothers of Young Children in the US

The purpose of our research is to examine differences in e-commerce preferences between men, women, and mothers with small children (in the US). Various website factors have been established in previous studies as critical to e-commerce success. However, there are few studies that investigate how these factors vary in importance among different user groups, for example men, women, or mothers with young children. Increased understanding of these group’s preferences can help companies market themselves more effectively to these groups.A survey was distributed to residents of the US, asking respondents to rank the relative importance of 16 e-commerce features, as well as to provide performance ratings for the implementation of these features by their favorite Internet retailer…


1.1 Background
1.2 Purpose
1.3 Research Question
1.4 Outline of the Study
2.1 Previous Studies
2.1.1 Technology Acceptance Model – TAM
2.1.2 Extended Web Assessment Method – EWAM
2.1.3 Information System Success Model
2.1.4 Schaupp et al.’s Success Factor/Success Measure Model
2.2 Our Research Model Theory
3.1 Research Methods
3.2 Survey
3.3 Data Analysis
3.3.1 Importance Rankings
3.3.2 Performance Ratings
3.3.3 Company Analysis (i.e., Amazon vs. Non-Amazon)
3.3.4 Importance-Performance Matrices
4.1 Validity and Reliability of the Study
4.2 Demographics and Survey Sample
4.3 Results for Importance Rankings
4.4 Results for Performance Ratings
4.5 Importance-Performance Results
4.6 Results of Hypothesis Tests
5.1 Importance Ranking Analysis
5.2 Performance Rating Analysis
5.3 Importance-Performance Analysis
5.4 Conclusion
A The Survey
B Demographics Report
C Statistical Results
D Importance-performance Graphs

Author: Tina Christensen and Linda Stankus

Source: Blekinge Institute of Technology

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