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Klas Hjorth.

Klas Hjort

Senior lecturer

Klas Hjorth.

Exploring differences in how males and females leverage trust and reputation in driving online purchase intentions

Author

  • Pejvak Oghazi
  • Stefan Karlsson
  • Daniel Hellström
  • Klas Hjort

Summary, in English

How customers develop purchase intentions in online shopping has been a perennial area of interest. In this research note, we ask whether males and females leverage trust in and perceive reputation of online retailers differently in reporting purchase intentions. Drawing on the broader literature on differences in males and females in online shopping behaviors, we propose that females rely on reputation in developing purchase intentions whereas males rely on perceived trust in developing purchase intentions. In a sample of 727 respondents in Sweden, we find support for the proposed association. Implications for online retailers are discussed.

Department/s

  • Packaging Logistics

Publishing year

2018-11-09

Language

English

Document type

Conference paper

Topic

  • Engineering and Technology
  • Social Sciences

Conference name

Nordic Retail and Wholesale Conference 2018

Conference date

2018-11-08 - 2018-11-09

Conference place

Reykjavik, Iceland

Status

Published