Exploring Differences of Consumers' Perceived Factors in Shopping Online: The Effects of Shopping Experience and Gender

摘要

There are two empirical studies in this paper. In the first study we investigated what were the important factors which would impact on the perceived factors of consumers' shopping online in China through interviewing, email and internet investigation, and obtained three important factors which were products, websites and personal factors based on 1075 valid respondents. In the second study we designed a questionnaire with 29 items used to measure the three kinds of influence factors verified in the first study and 792 valid data were collected. The differences between consumers with different shopping experiences and genders were compared and tested according to statistical and ANOVA analysis. The results indicate that: shopping experiences are important influent factors which will cause the differences of consumers' perceived factors in the process of shopping online; consumers' attitudes for online shopping would gradually be changed as the times of their shopping experience add up; there are significant differences about products factors between consumers both with different shopping experiences and with different genders.