title: Gender and internet consumers' decision-making.
abstract: The purpose of this research is to provide managers of shopping websites information regarding consumer purchasing decisions based on the Consumer Styles Inventory (CSI). According to the CSI, one can capture what decision-making styles online shoppers use. Furthermore, this research also discusses the gender differences among online shoppers. Exploratory factor analysis (EFA) was used to understand the decision-making styles and discriminant analysis was used to distinguish the differences between female and male shoppers. The result shows that there are differences in purchasing decisions between online female and male Internet users.
authors.affiliation: Institute of Business and Management, National Chiao Tung University, Taipei City, Taiwan, ROC. nsc.professor.yang@gmail.com
authors.forename: Chyan
authors.initials: C
authors.lastname: Yang
authors.forename: Chia-Chun
authors.initials: CC
authors.lastname: Wu
mesh_terms: D000328:Adult; D003657:Decision Making; D005260:Female; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data*; D008297:Male; D011795:Surveys and Questionnaires