Title: The impact of gender on consumer buying decision process towards online shopping: a study of Thai consumers

Authors: Dare Oluwatobi Adekoya; Prin Laksitamas

Addresses: Graduate School of Business Administration, Siam University, Bangkok, Thailand ' Graduate School of Business Administration, Siam University, Bangkok, Thailand

Abstract: In today's world, online shopping has become a common method of purchasing goods. Online shopping allows consumers to purchase various products and services from the comfort of their homes. Gender is an important factor that can influence a consumer's buying decision. Men and women have different motivations, experiences, and concerns when it comes to shopping due to different upbringing and socialisation. This research focuses on the impact of gender on consumer buying decision process towards online shopping. The research approach is primarily based on online questionnaire survey with 105 respondents. Chi-square tests were adopted for data analysis using SPSS software. The results reveal that social media is an important source of information for male and female consumers. Also, promotions, prices, product reviews and descriptions motivate female consumers more compared to male consumers. In summary, this study shows that different factors motivate male and female Thai consumers when shopping online.

Keywords: online shopping; buying decision process; gender; social media; product review.

DOI: 10.1504/IJBPM.2024.135156

International Journal of Business Performance Management, 2024 Vol.25 No.1, pp.128 - 146

Received: 08 Nov 2021
Accepted: 13 Sep 2022
Published online: 01 Dec 2023 *

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