A proposed model of online consumer behavior: Assessing the role of gender

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Zhiyong Yang, Professor and Department Head (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: This research examined the influence of Internet experience and web atmospherics on consumer online behavior. It developed a model of web navigation behavior where these antecedent variables drove website exploratory behavior and website involvement, which in turn, drove site attitudes and pre-purchase evaluations. These relationships were tested and confirmed in the context of a pharmaceutical website. Further, men and women differed in web navigation behavior, with men engaging in less exploratory behavior and developing less website involvement than women. However, across the two sexes, entertainment, challenge, and effectiveness of information content were the key drivers of website attitudes. The findings provide several guidelines for online communication strategy.

Additional Information

Journal of Business Research, 63 (9/10), 926–934
Language: English
Date: 2010
web experience, web atmospherics, website exploratory behavior, website involvement, modeling, gender

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