Systematic review of gender differences and

similarities in online consumers’

shopping behavior
Maria Kanwal
Institute of Management Sciences, The Women University Multan, Multan, Pakistan
Umar Burki
USN School of Business, University of South-Eastern Norway, Kongsberg, Norway and Department of Economics and Administration,
Oslo New University College, Oslo, Norway
Raza Ali
Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan, and
Robert Dahlstrom
Department of Marketing, Farmer School of Business, Miami University, Oxford, Ohio, USA and BI Norwegian Business School,
Oslo, Norway

Abstract
Purpose – This study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers,
underlying theories for such differences and similarities and moderating and mediating roles of gender in studying the effects of online marketing
strategies. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new
technology, willingness to make online payments, trust in online vendors, perception and behavior toward online business websites and perceived
online service quality.
Design/methodology/approach – A systematic approach was adopted to derive and then analyze the existing literature. The authors accessed
relevant literature from three electronic databases. After a thorough screening process and applying inclusion and exclusion criteria, the study
shortlisted 61 academic articles from an initial pool of 187 papers.
Findings – The findings reveal more differences than similarities between men and women as online consumers. Men generally have more
favorable attitudes toward e-tailers (electronic retailing), online purchase/re-purchase and e-payments than women do. Social influences positively
affect the online purchase intentions of men and women, but they have a more substantial effect on women. Privacy concerns negatively affect the
online trust of men and women, but they also manifest a more significant influence on women.
Practical implications – Findings of review guide practitioners in formulating effective positioning and communication strategies that enable them
to appeal to gender-specific consumer segments in multiple products and business contexts. It offers guidelines to online businesses for developing
e-business platforms (websites) that persuade the target audience across gender groups, based on consumer browsing and web navigation
preferences.
Originality/value – This review fulfills the need for a systematic synthesis of empirical research vis-à-vis online consumer behavior studies to find
gender-specific perceptions, attitudes and behaviors.
Keywords Gender, Online shopping, Consumer behavior, Social influence, Privacy, Systematic review
Paper type Literature review

1. Introduction growth of 39% in 2017. This growth demonstrates Chinese

Online shopping is redefining business operations and
transforming consumers’ purchasing experience (Daroch et al.,
2021; Johnson and Ramirez, 2020). Consumers can buy
anything online with a click from online retailers. For instance,
Alibaba, China’s e-commerce online market giant, saw sales
The current issue and full text archive of this journal is available on Emerald
Insight at: https://www.emerald.com/insight/0736-3761.htm
consumers’ confidence in online shopping (Yu, 2018). Excellent
growth potential prompts businesses to focus on online shopping
activities to achieve desired growth objectives (Bali, 2018).
Companies find it challenging to target and pursue consumers
across digital channels (KPMG, 2014). Consequently, they strive
to enhance online consumer experiences by developing a better
understanding of consumers’ online behavior.
Online businesses require information about the online
consumer segments’ attitudes, perceptions and behaviors

Journal of Consumer Marketing

Received 7 January 2021
39/1 (2022) 29–43 Revised 14 June 2021
© Emerald Publishing Limited [ISSN 0736-3761] 13 September 2021
[DOI 10.1108/JCM-01-2021-4356] Accepted 9 November 2021

29
 Online consumers’ shopping behavior
Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom
(Cheung et al., 2005). Market segmentation based on gender
and other demographic factors illuminate opportunities and
challenges for e-commerce (Faqih, 2016). By understanding
gender consumption patterns in various retailing context, firms
can serve diverse market segments in a better way (Ameen et al.,
2021). Hence, it is vital to understand the role of gender in
online shopping and its impact on online buying behavior.
The influence of gender on online shopping motivation and
consumption patterns remains unclear in the previous studies
(Hwang, 2010). For instance, Gefen and Straub (1997)
investigated the difference between the perceptions of men and
women in the field of electronic commerce. Chen et al. (2015)
and Yeh et al. (2012) examine how the interaction of gender
with attitudinal factors influences on-line shopping behavior.
Variance among research contexts, theoretical perspectives and
product types provides a fragmented picture regarding the
effect of gender on online consumer behavior. Given this
fragmentation, research is needed to take stock of established
theoretical relationships and understudied relationships among
theoretically-based constructs (Rousseau et al., 2008). Palan
(2001) examined the role of gender as an antecedent to
consumer behavior and Jaciow et al. (2013) implicate gender as
an influence on e-shopping behaviors. Narrative reviews
Caterall and Maclaran (2002), Hyde (2014) similarly focus on
gender differences, but lack a systematic approach to
understand the role of gender (Meyers-Levy and Loken, 2015).
This systematic review aims to investigate the role of gender
in multiple aspects of online consumer behavior. Our
systematic review aims to provide a better understanding of
gender roles in consumers’ online shopping behavior by
creating a synthesis of existing online consumer literature. Our
study explores gender differences and similarities from a wide
range of online conditions, including readiness for adoption of
new technology, willingness to make online payments, trust in
online vendors, perception and behavior toward online
business websites and perceived online service quality.
Specifically, this study’s research objectives are as follows:
 To identify theoretical perspectives applied to examine
gender differences in online shopping behavior.
 To compare the product preferences of men and women
in online shopping.
 To find out gender-specific online purchase and re-
purchase intentions, attitudes and behaviors.
 To examine the effects of online communications on
gender behavior in online shopping.
In terms of contributions, this study contributes in several ways
to online marketing and consumer behavior literature. First, we
fulfill the need for a systematic synthesis of research vis-à-vis
online consumer behavior studies to find gender-specific
perceptions, attitudes and behaviors (Hwang, 2010). Second,
by reviewing empirical research on consumers’ gender-specific
online shopping behavior, we extend Martens et al. (2018)
findings, which supported both gender similarities and
differences perspectives in an online virtual world. Third, this
review provides guidance to practitioners in formulating secure
positioning and effective communication strategies that
enable them to appeal to gender-specific consumer segments in
multiple products and business contexts. Fourth, this
review provides guidelines to online businesses for developing
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Volume 39 · Number 1 · 2022 · 29–43
e-business platforms (websites) that persuade the target
audience across gender groups, based on consumer browsing
and web navigation preferences. Finally, this study highlights
the differences and similarities in behavioral shopping patterns
of men and women as online consumers. Furthermore, the
conclusion section identifies opportunities for advancing the
knowledge of researchers and marketing decision-makers about
the role of gender in online consumer behavior.
2. Conceptual boundaries of the review
This systematic review focuses on the micro-context of gender
effects in online consumer behavior. Studies included in this
review measured gender as an individual’s socio-demographic
characteristic and observed gender differences in terms of an
individual’s behavior and experience as an online consumer.
2.1 Conceptualization of the term “gender”
Our systematic review uses sex and gender as interchangeable
terms to make this review more inclusive and better address the
objectives of this study. Previous researchers have offered different
perspectives on conceptualization of the term “gender.” For
example, Palan (2001) recognizes the broad conceptualizations of
gender and does not offer any universally accepted definition.
However, gender may refer to the set of characteristics that
separate men and women (Natarajan et al., 2017). Conceptually,
gender is considered as different from sex. The observed
differences between women and men are usually termed as sex
differences, regardless of their causes. In contrast, gender refers to
the meaning (i.e. gender stereotypes) that individuals and societies
ascribe to men and women (Eagly and Wood, 2013). Physical sex
is multifaceted, whereas labeling individuals as male or female
stimulates gendered social practices, which are learned by relevant
stereotyped cultural views (Fischer, 2015).
2.2 Gender as biological and socio-cultural construct
Multiple approaches applied in gender studies recognize the
role of biological and socio-cultural factors equally (Meyers-
Levy and Loken, 2015). This systematic review takes into
account both these factors to fulfill the study’s objectives. The
biological gender differences reveal first temperamental turns
among the sexes and cause variations in individuals’ personality
traits (Midha, 2012). In the same vein, Riedl et al. (2010)
underlines the neurobiological differences between genders
when it comes to online decision-making. Correspondingly, the
socio-cultural background also plays a vital role in shaping
gender differences. Studies by Eagly and Wood (2013) and
Riedl et al. (2010) suggest that the psychology of men and
women follows the interacting components of nature (e.g.
physical dissimilarities and hormonal influences) and nurture
(e.g. socio-cultural role and gender stereotyping).
There are two established psychological perspectives that
compare the psychology of men and women through the
similarities and differences hypotheses. The similarities
hypothesis states that men and women are identical in most
cases, although not in all the psychological facets (Hyde, 2014).
On the contrary, the difference hypotheses stand on inherent
dissimilarities between men and women (Baron-Cohen et al.,
2005). For example, women may be superior at empathizing,
and men may be good at systemizing because of cerebral
 Online consumers’ shopping behavior
Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom
differences (Baron-Cohen et al., 2005). A recent study by
Martens et al. (2018) on the online virtual world supports
gender similarities and differences in psychological
perspectives. Our review also takes into account gender-based
similarities and differences in psychological perspectives.
2.3 Gender as a base for market segmentation
Marketers may use several bases of market segmentation.
Gender has remained prominent among such bases of
segmentation for marketers and advertisers (Kim et al., 2007;
Mehta, 2020). As a demographic factor, gender is interrelated
with psychological and socio-cultural behavioral characteristics
of men and women (Foedermayr and Diamantopoulos, 2008).
Men and women may process information and make decisions
differently (Kim et al., 2007). Understanding such differences
may help marketers in effectively fulfilling the respective needs
of both gender groups.
3. Research method
Our systematic review of the literature follows the process
promoted by Denyer and Tranfield (2009), as illustrated in
Figure 1. After defining the research objectives, this study sets
the conceptual boundaries and inclusion and exclusion criteria
of the review. For conducting a transparent and replicable
systematic review, the search strategy and criteria for inclusion
and exclusion of articles were documented (Briner and Denyer,
2012). A comprehensive search plan was adapted from Ali et al.
(2015) to locate and select appropriate literature for this review.
Figure 1 illustrates all the stages of the data search.
3.1 Search plan
We generated a list of key terms from the online shopping and
gender differences literature to ensure the validity and
comprehensiveness of the findings of this review. The selected
literature key terms included gender, sex, male and female with an
online purchase, internet shopping, e-shopping, online consumer,
Figure 1 Systematic review process [adapted from Denyer and
Tranfield (2009)]
Step 1: Formulation of research objectives/questions/conceptual boundaries
Step 2: Locating studies (Search Searched key terms in the text of sources in the
Plan) three databases, i.e., Emerald, Science Direct
 Keywords selection and JSTOR (34,960 results)
 Database selection
Presence of key terms in “title, abstract or
keywords” of studies from all three databases
Stages for Search Plan (271 results)
Adapted from (Ali et al., 2015))
Filtering results for publication /content type
(to shortlist journal articles and research articles
in English language) (269 results)
Removal of duplicate entries from Endnote
(187 results)
Step 3: Study selection and evaluation
 Manual evaluation of studies as per inclusion & exclusion criteria
(resultant final sample = 61 studies)
Step 4: Analysis & synthesis
 Data extraction and validation
 Harmonizing synthesis from data
Step 5: Reporting of findings
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Volume 39 · Number 1 · 2022 · 29–43
online buyer, online buying, e-commerce, electronic commerce,
internet commerce, electronic market, online consumption and online
shopping. These terms provided the results (i.e. resources)
related to online shopping behavior shopping attitude,
shopping drivers, online shopping experience, adoption and
online shopping decisions, etc.
In the first phase, this study located all the key terms in the
full text and all fields of the resource documents found in
the Emerald, Science Direct and JSTOR databases. Many of
the prior scholars Kuester et al. (2018), Chauhan (2017),
Christofi et al. (2017), Ahmed and Sathish (2015), Wu et al.
(2011) have also selected these databases in conducting
systematic reviews and meta-analyses in different areas of social
sciences including business and management. The selected
databases include many leading marketing, consumer behavior,
gender and information technology (IT)/e-commerce journals.
The search-related features of those databases were also quite
helpful in locating the articles relevant to this review and
filtering the search results.
By April 2021, the literature search resulted in 34,960
articles. In the second phase, the search results were filtered by
searching the key terms in title, abstract and keywords,
resulting in only 271 articles. Next, this study applied filters to
refine search results according to the document and content
type. Using “journal/research articles” and “English as
language” as filter options, 269 research articles were
shortlisted. After eliminating the duplicate entries through
EndNote, 187 full-text articles remained in the selected pool.
The shortlisted articles were further vetted according to the
inclusion/exclusion criteria. In the end, this review considered
only academic articles having references sections. Other
academic literature, such as book reviews, book chapters, non-
journal publications, commentaries and editorial notes, were
not included.
3.2 Inclusion/exclusion criteria
The inclusion/exclusion criteria were manually managed to
ensure the unbiased selection of the articles in this review. For
addressing the set objectives of this review, only those articles
were included that specifically examined the effect/s of gender
in online consumer behavior (i.e. in areas of online purchase
and re-purchase intentions and behaviors, technology
acceptance for online shopping, trust in online retailers,
behavior toward online business websites, perceived online
service quality, online payment inclination and product
preferences). Under this taxonomy, all original research work
(i.e. journal/research articles) published in English with a
references section and peer-reviewed full-text accessible journal
articles were included. This review also included research
studies that examined the effect/s of gender as a control or a
dummy variable. Those research articles that investigated
either male or female only, were not included. Similarly, those
studies were excluded that examined the effects of “product
gender” or “virtual sales agent (VSA) gender” on consumer
purchase intentions.
Initially the abstracts of the selected studies were reviewed to
apply the inclusion/exclusion criteria. However, it was realized
that review of the abstracts only was not sufficient because of
limited availability of information in many abstracts. Therefore,
 Online consumers’ shopping behavior Journal of Consumer Marketing
Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom Volume 39 · Number 1 · 2022 · 29–43

other relevant parts of the full-text were manually reviewed to Table 1 List of journals and article count (N = 61)
apply the inclusion/exclusion criteria in such cases.
Article
Journal name count
3.3 Review scope
The final sample included 61 published articles from 39 Computers in Human Behavior 8
journals. Computer and IT-related journals dominate the Journal of Retailing and Consumer Services 6
publishing channels (Table 1). The resulting sample covers the International Journal of Information Management 4
research articles published during 2003–2021. We did not Journal of Business Research 3
specify any range for time or year of publications when International Journal of Retail & Distribution Management 3
searching for the relevant literature. The first study that we Asia Pacific Journal of Marketing and Logistics 2
found as a result of this search process and after applying filters Internet Research 2
and inclusion/exclusion criteria was published in 2003. This Technology in Society 2
outcome may correspond to the evolution of gender-based British Food Journal 1
online behavior because women were less likely to use the BRQ Business Research Quarterly 1
internet than men in the mid-1990s, though such behavioral Decision Support Systems 1
differences disappeared by 2000 (Yang and Wu, 2007). European Journal of Marketing 1
Expert Systems with Applications 1
Industrial Management & Data Systems 1
4. Content analysis and findings
Information & Management 1
In the management of review studies, Denyer and Tranfield International Journal of Clothing Science and Technology 1
(2009) recommend synthesizing the findings via interpretive or Interacting with Computers 1
narrative methods of content analysis along with tabular International Journal of Electronic Commerce 1
supplements (Grant and Booth, 2009). Consequently, this International Journal of Service Industry Management 1
review used a narrative approach to integrate findings from Journal of Advances in Management Research 1
individual studies. After systematic selection and thorough Journal of Asia Business Studies 1
review of the selected studies, the required information was Journal of Business and Psychology 1
extracted and recorded/coded on the Excel sheet. Analysis and/ Journal of Economic Psychology 1
or synthesis of the extracted information and the relevant Journal of High Technology Management Research 1
content of the selected studies (wherever needed) helped to Journal of Innovation & Knowledge 1
address the study objectives. The selected studies were Journal of Interactive Marketing 1
classified based on their consideration of geographic settings, Journal of Management Information Systems 1
theoretical orientation, causal order and product type. Journal of Marketing Theory and Practice 1
Journal of Product & Brand Management 1
4.1 Geographical dispersion of literature Journal of Research in Interactive Marketing 1
Most of the research examining gender differences and online Marketing Intelligence & Planning 1
consumer behavior was conducted in the USA, Taiwan, China Mathematical and Computer Modelling 1
and India (Figure 2). In these countries, online retailing is a Online Information Review 1
regular model of business, and therefore understanding of Revista Europea de Direccio ny Economía de la Empresa 1
changing consumer behavior may be a growing concern for e- (European Journal of Management and Business Economics)
commerce businesses. Telematics and Informatics 1
Nankai Business Review International 1
4.2 The theoretical standpoints for testing gender Library Hi Tech 1
differences and similarities Research in Transportation Economics 1
This review identified three types of theoretical standpoints for Review of International Business and Strategy 1
testing gender differences and/or similarities in online
consumer behavior literature.
First, only 10 studies (16.4% of sample studies) tested
existing models and theories for gender dissimilarities/ online trust. Such classification of gender differences assumes
similarities in behavior (Table 2). that differences in beliefs, personalities and behaviors of men
Based on sociolinguistic theories and communication and women are directly influenced by societal and cultural
differences across gender, Awad and Ragowsky (2008) elements (Wilson, 2004).
introduced a model that focused on the cultural effects of Venkatesh et al. (2003) presented a unified theory of
gender. Their study suggested that the influence of word-of- acceptance and use of technology (UTAUT). They proposed
mouth (WOM) on trust in e-commerce is dissimilar across the moderating effect of gender between antecedents and
genders. Based on social cognitive theory and self-regulation behavioral intentions toward the use of IT. Afterward, Lian and
theory, Wang and Kim (2019) theorized gender differences Yen (2014) integrated UTAUT, and innovation resistance
across five dimensions of e-service quality. Using the social theory to find drivers of online shopping intentions and
constructionist approach of gender characterization, Midha examined the obstacles faced by old consumers. To consider
(2012) theorized variances across gender regarding the impact the effects of gender and product type on purchase intentions,
of consumers’ privacy concerns and privacy empowerment on Pascual-Miguel et al. (2015) extended UTAUT and UTAUT2

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Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom Volume 39 · Number 1 · 2022 · 29–43

Figure 2 Geographic dispersion of research reviewed

Arcle count
20
18
16
14
12
10
8
6
4
2
0

Table 2 Theoretical foundations in Gender-based behaviors research

Theories and areas of focus Studies
Selectivity hypothesis (Meyers-Levy and Maheswaran, 1991; Meyers-Levy and Sternthal, (Chai et al., 2016)
1991) is a vital perspective that explains the reason for differences in responses and
information processing of men and women
Social cognitive theory and Self-regulation theory (Bandura, 1991; Bussey and Bandura, (Wang and Kim, 2019)
1999) integrates psychological and socio-structural determinants, a complex mix of
experiences, motivational and self-regulatory mechanisms to guide gender-linked conduct
throughout the life course
The extended TAM proposed the moderating effect of gender (Gefen and Straub, 1997) (Chiu et al., 2005)
UTAUT (Venkatesh et al., 2003) presented the moderating effect of gender between (Lian and Yen, 2014; Dewi et al., 2020)
antecedents (social influence, effort expectancy, facilitating conditions, performance
expectancy) and behavioral intentions toward the use of IT
Social constructionist theory of gender characterization suggests that gender differences in (Midha, 2012)
beliefs, personalities and behaviors are subject to societal and cultural components
Sociolinguistic theories/literature (Gefen and Ridings, 2005; Yates, 2001) considered (Awad and Ragowsky, 2008; Hwang, 2010)
cultural variables (gender) as reasons of differences in interpretation of computer-based
communication and virtual communities
The UTAUT2 (Venkatesh et al., 2012) is an adapted version of the original UTAUT. It includes (Pascual-Miguel et al., 2015)
additional predictors (hedonic motivations, price value (cost), habit of online consumer’s
behavior and intentions. Gender act as a moderator of all relations proposed in UTAUT and
UTAUT2
Social role theory is a social psychological approach to understand sex differences and (Zhang et al., 2020)
similarities in social behavior. It advocates that behavioral differences and similarities are
caused by the division of men and women into social roles within their society ( Eagly et al.,
2000; Eagly and Wood, 2016)

and proposed the addition of perceived risk and trust as
e-commerce variables. Chai et al. (2016) developed a
theoretical model based on the selectivity hypothesis and
proposed the differential impacts of online communication on
men and women.
Zhang et al. (2020) proposed the distinctive effects of two
gamification mechanisms (i.e. badges upgrading and rewards
giving) on perceived enjoyment and social interaction of men and
women. The social role theory suggests that men being more
independent and assertive select new technologies, whereas women
focus more on economic benefits as they have stronger tendencies
to become communal caregivers (Eagly and Wood, 2016).
Second, some research articles modified or extended the existing
theoretical models to check variance across gender. For instance, a
large segment of the consumer literature applies the original
Technology Acceptance Model (TAM) to examine the moderating
role of gender (Natarajan et al., 2017). Chiu et al. (2005) modified
the original TAM by integrating gender as an antecedent specific to
e-tailing (electronic retailing).
Third, some studies did not refer to any specific theory for gender
differences and grounded their research framework on some prior
pieces of evidence that recognized variances in behavior across
gender. For instance, Zhang et al. (2019) referred to previous
literature specifying differences in hedonic and utilitarian motivation
among men and women to hypothesize gender differences in the
adoption of virtual try-on (VTO). Styvén et al. (2017) characterized
and compared consumers with high and low impulse buying
tendencies in an online shopping perspective based on gender
differences for impulsive buying in conventional settings. Nadeem
et al. (2015) proposed and tested a new gender gap e-loyalty model
by referring to the gender differences in online commitment, loyalty,
trust and sensitivities for website service quality.

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Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom
4.3 Gender-specific differences in online behavior and
attitudes
Out of the 61 selected studies, 17 studies considered gender as
an independent or criterion variable. The following sub-
sections (4.3.1 to 4.3.6) illustrate gender-specific differences
and similarities in online shopping behaviors and attitudes.
Tables 3 and 4, respectively, summarize such differences and
similarities.
4.3.1 Online purchase/re-purchase (i.e. loyalty) intentions and
attitudes
Men and women may use the internet for different reasons.
Demographic factors including gender are psychological
correlates that may significantly affect the internet usage
behavior for purchasing online products and services (Akhter,
2003). Gender is a significant predictor for online buying
intention, in particular (Jayawardhena et al., 2007). Madan and
Yadav (2018) illustrate a moderating role of gender in the
relationship between online shoppers’ hedonic motivations and
their behavioral intention to shop.
Genders differ significantly in cognitive, affective and
behavioral attitudinal components of online shopping (Hasan,
2010).
Consumer retention is a significant concern for online
businesses. Gender affects customer patronage (loyalty intentions)
and perceived control (perception about the ease or difficulty in
retaining behavior) in electronic commerce (Wang, 2010).
4.3.2 Perception and behavior toward website and online service
quality
Research Wang and Kim (2019), Pengnate and Sarathy (2017)
provides adequate evidence that the visual appearance and
features of a website (online business setting and a tool for e-
service delivery) effectively persuade online users in connection
with attention, trust, satisfaction and desirable behavior.
Hedonic elements of e-service website, such as enjoyment
and perceived social presence have a significant effect on
women e-loyalty only (Cyr et al., 2007). For male consumers,
enjoyment significantly affects value recognition on shopping
websites (Chen et al., 2018). Cyr et al. (2007) also report that
women look for sociability, gratification and engaging content
on websites.
Genders differ in their web navigation behavior for online
shopping and moderate the relationships between behavior and
its antecedents (Richard et al., 2010).
Entertainment (as an element of web atmospherics) and level
of challenge (as an element of web experience) act equally as
drivers of men’s and women’s attitudes toward a website,
whereas a website structure affects only men’s attitudes toward
the website (Richard et al., 2010).
4.3.3 Trust in online vendors
Trust develops differently for online retailers and results in
diverse online shopping intentions across genders (Awad and
Ragowsky, 2008; Oghazi et al., 2020). Regarding online
shopping intentions, the effects of trust have a more definite
meaning for women than men (Faqih, 2016). Similarly, the
quality of WOM affects the level of trust differently across
gender (Awad and Ragowsky, 2008).
Gender and trust propensity (i.e. one’s disposition to trust
others) jointly moderated the relationship between consumers’
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Volume 39 · Number 1 · 2022 · 29–43
perceived-benefits and online re-purchase intention. In high
trust-propensity customers, perceived benefits had positive
effects on the re-purchase intentions of male consumers only
(Chen et al., 2015).
4.3.4 Readiness in the adoption of technology for online shopping
Research Kasilingam (2020), Kim et al. (2015) shows that
socio-demographic variables (e.g. gender, age,) are good
predictors for smartphone adoption and usage of smartphone
applications (e.g. e-commerce, entertainment, education and
other social applications). Furthermore, female users are more
inclined to use e-commerce applications on smartphones.
Similarly, Park and Lee (2017) recognizes the significant role of
socio-demographic constructs (e.g. gender, age) in affecting the
consumer behavior related to online shopping channel choice,
in the case of Omni channels.
In the online shopping environment, studies Kim and
Forsythe (2008, 2010), Zhang et al. (2019) report no
significant gender differences in adopting new technologies,
such as VTO and product virtualization technology (PVT).
Both genders appreciate the usefulness of VTO and PVT
technologies.
4.3.5 Willingness to make online payments
Black (2005) identified a buyer’s gender as a significant
predictor of the chosen payment method to the online vendor.
Alshurideh et al. (2021) found the moderating effect of gender
on relationships of consumers’ perceived ease-of-use and trust
to develop their intention to use electronic payment systems.
Liu et al. (2013) found significant differences in the average
amount of money spent online by men and women. For
instance, due to less perceived uncertainty in online auctions,
men generally pay higher amounts than women do for identical
goods (Melovic et al., 2021).
4.3.6 Impacts of online communication
Online communications may stimulate men and women in
different manners. Online communication has a more
substantial positive impact on women than men. From a
cognitive perspective, online communication function affects
the hedonic elements of men while it has a utilitarian effect on
women (Chai et al., 2016). The visual parts of web
advertisements (e.g. lighting, colors, pictures, font size, shape,
etc.) positively affect men shopping attitudes toward brands
and advertisements (Shaouf et al., 2016).
4.4 Gender role investigated in research (mediator/
moderator/control variable)
In total, 26 studies examined gender roles as a moderator in the
proposed relationships. In contrast, the remaining studies
applied gender as a dummy variable or a control variable of the
phenomena and tested for gender effects on the proposed
model. Only one study examined gendered behavior (online
and offline) as a mediator. Davis et al. (2017) conceptualized
and found the mediating role of consumers’ perceived gender
behavior (online and offline) between their goal-directed
shopping-motivation (online) and purchase-intention (online).
4.5 Online product/service preferences
Girard et al. (2003) identify gender as the most common
predictor of online consumers’ product choice preferences.
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Table 3 Gender-specific behavioral differences in online shopping

Gender-specific findings
Author(year) Observed behavioral aspects Men Women
Awad and 1. Trust in online retailers 1. Lesser effect of online trust on men 1. More substantial effect of online trust on
Ragowsky (2008) 2. What men and women value intentions to purchase online than women women intentions to purchase online
online content? 2. Value their ability to post content online 2. Value the responsive participation of
other consumers to their posted content
Black (2005) Willingness to make online More likely to make an online payment Less likely to make online payments
payments
Cyr et al. (2007) 1. Loyalty toward an e-service 1. The impact of perceived social presence 1. The impact of perceived social presence
website and enjoyment on e-services website loyalty and enjoyment on e-services website loyalty
2. What type of online content men was insignificant was significant
and women seek? 2. Being more utilitarian, try to find more 2. Seek out sociability, gratification and
product-specific information on websites pursued engaging content
Chiu et al. (2005) Attitudes and online purchase 1. Have positive effects of personal 1. No significant impact of personal
intentions awareness of security on attitudes and awareness of security on attitudes and
online purchase intentions online purchase intentions
2. Perceived ease of purchasing has weaker 2. Perceived ease of purchasing has
effects on attitudes and online purchase stronger effects on attitudes and online
intentions than women purchase intentions than men
Chai et al. (2016) Effects of online communication on Online communication affects male’s Online communication has a utilitarian
purchase decisions hedonic processing for the selection of cognitive effect on women processing for
information to make a purchase decision the selection of information to make a
purchase decision
Chandrashekaran Evaluations of price offer Better evaluations of price offer in the Likely to seek information from brick and
and Suri (2012) context of online retailing, as compared to mortar retailers (and prefer the same
brick and mortar retailing retailing setup) as compared to online
retailers
Chen et al. (2015) Trust propensity and re-purchase Male consumers with high trust-propensity Women with high trust-propensity exhibit
intentions present the least re-purchase intention the highest re-purchase intention
Chen et al. (2018) Purchase intention in social For men, endorsements differently affect in No effect of social awareness on purchase
commerce case of social commerce websites as intention (in case of social commerce
compared to traditional retail venue, and websites)
enjoyment significantly affects “value
recognition” on shopping websites
Dewi et al. (2020) Anxiety and online purchase Anxiety is negatively related to the online Anxiety has a much higher negative effect
intention purchase intention of both male and on women online purchase intention, as
female. However, there is a significant compared to men
difference of effects between the two
groups, with a lesser impact on male
consumers’ intention to buy online
Faqih (2016) Risk perception, social influence 1. The impact of social influence is not 1. Social influence and perceived ease-of-
and intention to adopt internet much on men adoption of internet shopping use strongly affect women’s intentions to
shopping 2. Perceive low risk in online shopping shop online
2. Women hold strong privacy concerns in
the adoption of online shopping and
perceive a higher risk in purchasing from
online channels
Social recommendation, risk No significant effect of recommendation Friend’s recommendations for online
Garbarino and perception and online purchase toward risk perception and online purchase shopping websites help reduce risk
Strahilevitz (2004) behavior perception and increase the likelihood of
online purchases
Hasan (2010) Online shopping attitude Men possess a higher level of positive Attitude to value the utility of online
attitudes toward online shopping shopping is very low, signifying less
affection with online shopping
Hernandez et al. Experience-based future online Attitude toward past purchase experience Attitude toward past purchase experience
(2011) shopping influences men for their future purchase influences women for their future purchase
intentions more than women intentions less than men
(continued)

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Table 3

Gender-specific findings
Author(year) Observed behavioral aspects Men Women
Hwang (2010) Intention to use E-commerce Men are sensitive to affective commitment Women intentions to use e-commerce are
(i.e. perceived enjoyment) in their intentions restrained with normative commitment and
to purchase online social-norms (i.e. family, friends and media
influence)
Jain et al. (2021) Service quality in e-logistics Male consumers are found less concerned Female consumers are more concerned with
(electronic logistics), satisfaction about the service quality for their shopping the service quality, particularly the
and repurchase intention satisfaction and repurchase intention shipment condition, for their online
shopping satisfaction and repurchase
intention
Kasilingam (2020) Attitude and intention to use Men being more innovative consider new Female respondents were less innovative
chatbots technology chatbot technology as less risky and considered more risk in chatbots for
Men’s positive attitude toward smartphone shopping
chatbots technology leads to the high
intention for shopping
Kim and Forsythe Adoption of VTO 1. Men Indicate “Virtual try-on” as useful Women found “Virtual try-on” as useful for
(2008) for the purchase of suits and jeans shopping of undergarments and bathing
2. Did not show any endorsement intentions suits
toward technology website 2. Intended to endorse the websites with
some new technology like “Virtual try-on”
Kim et al. (2015) Use of E-commerce smartphone Men are not much inclined to use e- Women are more inclined to use e-
applications commerce applications on smartphones commerce applications on smartphones
Liu et al. (2013) Brand reputation and concern for Men consider the brand reputation of Women have a significant concern for
security in online financial certain offerings for online shopping and security in online financial transactions than
transactions financial transactions their counterparts
Melovic et al. Millennials’ online shopping Men select famous online shopping Women appear to be less selective in
(2021) behavior websites and spend more money on online website choice and do not spend much on
shopping than women products while shopping online than men
Midha (2012) Consumer empowerment, privacy Men have a stronger positive impact on Women have a stronger negative impact of
concerns and trust in e-commerce consumer empowerment for privacy on privacy concerns on trust, than men
trust, than women
Murphy and Tocher Perceptions of trustworthiness for Men are not much inclined toward trust Trust building information cues are much
(2011) e-commerce vendor building information cues by online vendors effective for women’s perception of
trustworthiness, than men
Nadeem et al. Peer reviews’ impact on attitude No effect of peer-reviews for attitude The impact of peer-reviews on attitude
(2015) toward e-tailers toward e-tailers toward e-tailers is positive
Natarajan et al. Satisfaction with mobile shopping The reason for satisfaction (with mobile The reason for satisfaction is “personal
(2017) shopping devices) is “perceived ease-of- innovativeness
use”
Oghazi et al. (2020) Role of perceived trust and Men purchase intentions are caused by their The reputation of online retailers affects
reputation of a retailer in level of trust in online retailers women purchase intentions
developing purchase intention
Park and Lee (2017) Channel adoption behavior in an Men select the internet more often, Women prefer an “audio response system”
omnichannel environment considering its ease of use and visual when obtaining goods from omnichannel
display possibilities home-shopping retailers
Pengnate and Influence of website design on Men consider both visual schemes and Women appeared more concerned about
Sarathy (2017) trust in an online vendor navigation features of a website for visual design and paid less attention to ease
developing trust in the e-service in use of the website
Ramírez-Correa Customers’ subjective disposition For men, innovativeness affects utilitarian For women, hedonic online consumption is
et al. (2019) to online shopping online consumption favored by optimism and disfavored by
discomfort
Rathee and Rajain Need for touch in an online Men with less “need for touch” feel Women have a higher “need for touch” and
(2019) shopping environment comfortable in both in-store and online prefer buying in-store environment
shopping environments
Richard et al. Online browsing and web The website structure affects only men’s Women have higher exploratory behavior
(2010) navigation behavior attitudes toward a website and website involvement than men
(continued)

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Table 3

Author(year) Observed behavioral aspects
Shaouf et al. (2016) Effects of web advertisement on
online attitudes and purchase
intentions
Sramova and Hedonic and utilitarian motivations
Pavelka (2019) for well-being values in online
shopping
Styvén et al. (2017) Impulse buying tendency online
Sun and Chi (2019) Intention to use m-commerce for
apparel
Wang (2010) Browsing frequency and online
patronage intentions
Wang and Kim Service quality, customer
(2019) satisfaction and customer loyalty
Yeh and Li (2014) Influence of web design on
satisfaction
Yeh et al. (2012) Perceived information asymmetry,
perceived uncertainty and
intention to purchase from online
auction sites
Zhang et al. (2007) Online impulsivity, purchase
intentions and purchase frequency
Zhang et al. (2014) Impact of inconsistent reviews (i.e.
a mix of positive and negative
reviews) on online shopping
decision
Zhang et al. (2020) Impacts of gamification
instruments (i.e. rewards and
badges up-gradation) on perceived
enjoyment and social interaction
Gender-specific findings
Men
Men take the positive influence of the visual
designs of web advertisements (e.g.
lighting, colors, pictures, font size, shape,
etc.) on brand attitudes and online purchase
intentions
Men are focused on the utilitarian
motivation facets: for example, lack of
sociability, convenience, choice and cost
saving
Men show a low impulsive buying tendency
for fashion apparel
Men perceive m-commerce for apparel as
more useful than women
No effect of browsing frequency on
patronage intentions of men
For men’s satisfaction from online service,
efficiency is the essential dimension of E-
service quality, followed by responsiveness
and ease of use
Customer online satisfaction has a relatively
lower positive impact on customer loyalty in
men than women
Complexity in web design has a relatively
more substantial positive impact on
satisfaction than coherence and legibility in
men
Perceived information asymmetry on the
website does not influence men’s perceived
uncertainty
Perceived uncertainty negatively affects
men’s intentions to purchase
Men are more impulsive online shoppers,
have higher intentions to purchase and
purchase more frequently than women
The effects of inconsistent reviews are not
high on the purchase intentions of men
For men, badges up-gradation, as
achievement-oriented gamification
mechanism, has stronger effects on
perceived enjoyment and social interaction
than women
Women
Impacts of visual stimulus are not
significant for women
Women consider online shopping only as a
social activity
Younger women show high impulsive
buying tendencies online, but it declines
with age
Women perceive m-commerce for apparel
less useful than men
For women, browsing frequency has a
positive impact on their perceived control
and revisit intentions
For women, online service satisfaction is
mainly associated with the reliability
dimension of e-service quality, followed by
the efficiency dimension
Customer online satisfaction has a stronger
positive impact on customer loyalty in
women than men
Coherence in web design has a relatively
stronger positive impact on satisfaction
than complexity and legibility for women
Perceived asymmetry in the information
provided on the website causes perceived
uncertainty and negatively influences
women’s intentions to purchase
Women are less impulsive online shoppers,
have lesser intentions to purchase and
purchase less frequently than men
Women take a positive influence of
inconsistent reviews on intentions to
purchase online offerings
For women, financial mechanism (i.e.
rewards giving) has stronger effects on
perceived enjoyment and social interaction
than men

Similarly, Yang and Lester (2008) suggest online purchase 5. Discussion

intentions are dependent on consumers’ sex and the kind of
product bought. As consumers’ purchase behavior differs
for similar and dissimilar products, marketers need to
investigate their target consumer’s choice of product to
articulate online marketing strategies accurately (Li and
Gery, 2000). Table 5 elucidates studies that identify gender
as the main predictor of online shopping behavior for
various product categories.
This review outlines gender-specific behavior in online
shopping. Following its specific objectives, this study included
a systematic analysis of available published literature. Our
literature synthesis showed that gender meaningfully influences
online purchasing and re-purchasing intentions of consumers’
products and services. The review’s findings demonstrate that
there are more differences than similarities in the behavior of
men and women as online consumers. Hence, it is essential to

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Table 4 Gender-specific behavioral similarities in online shopping

Author (year)
Barrera et al. (2014); Gracia
et al. (2015)
Chiu et al. (2005)
Cyr et al. (2007)
Kim and Forsythe (2008)
Kim and Forsythe (2010)
Leong et al. (2020)
Melovic et al. (2021)
Natarajan et al. (2017)
Richard et al. (2010)
Wang and Kim (2019)
Yeh and Li (2014)
Yoon and Occeña (2015)
Zhang et al. (2007)
Zhang et al. (2019)
Observed behavioral aspects
Evaluation of electronic service quality
Purchase intentions and attitude
Loyalty toward an e-service website and its antecedents
Adoption of VTO
Adoption of PVT
Trust in online advertising
Online shopping frequency
Price sensitivity
Website exploratory behavior
Influence of service quality on online consumer satisfaction
Satisfaction, trust and willingness to buy online
Trust in consumer-to-consumer (C2C) e-commerce
Subjective norms and purchase intentions
Role of VTO for an online purchase decision
Gender-specific findings
No gender differences
Personal innovativeness and perceived usefulness have
similar impacts on the online purchase intentions of men and
women
Perceived social presence considerably impacts perceived
usefulness, trust and enjoyment for both men and women
No gender difference
No gender variance
There is no effect of gender in enhancing consumers’ trust in
online adverts
No difference in the frequency of online shopping by
Millennial female and male consumers
No moderating effects of gender on the relationships
between price sensitivity and its antecedents
No gender difference
Men and women both consider the efficiency dimension of e-
service quality for satisfaction from online service. In contrast,
the privacy/security dimension has no direct effect on
customer satisfaction across both gender groups
For both men and women, satisfaction from a web
environment was a more significant concern than trust in the
website to buy online
Gender is not a criterion for trust in C2C e-commerce. No
moderating effect of gender on the relationships between
trust and its antecedent variables in C2C e-commerce
No significant gender difference was identified in terms of the
influence of subjective norms on purchase intentions during
online exchanges
No gender difference exists for the effect of VTO on the
decision process related to online purchase intentions

Table 5 Gender-specific product preferences for online shopping

Preferred products for online shopping Major studies
Male Entertainment tickets; digital-goods (i.e. intangible and digitized (Akhter, 2003) (Girard et al., 2003) (Pascual-Miguel et al., 2015)
offerings); search products (e.g. books and computers) and (Chiu et al., 2018) (Wang et al., 2020)
experience products (e.g. mobile phones and televisions); sporting
goods; online purchase of cooked food i.e. meals from online-to-
offline delivery modes
Female Experience products (e.g. clothing and perfumes); apparel and (Girard et al., 2003) (Kim and Kim, 2004) (Woo and Ramkumar,
jewelry; fashion and beauty products (subscription-based 2018) (Saphores and Xu, 2021) (Wang et al., 2020)
services); online grocery shopping; food shopping for cooking
ingredients (e.g. fresh and packaged foods) from B-to-C and new
retail platforms
Neutral gender Credence products (e.g. vitamins and water purifiers); Groceries; (Girard et al., 2003) (Goethals et al., 2012) (Pascual-Miguel et al.,
difference Nondigital (i.e. Physical) goods 2015)

develop some meaningful strategies to cater to the unique
demands of each gender’s online-behaviors.
Several factors might have played a crucial role in evolving
behavioral similarities between men and women in an online
shopping context. For instance, the phenomenal increase in
internet usage, e-commerce and familiarity with the use of
new digitized technological devices made it possible for both
men and women to quickly embrace online shopping
convenience (Hernandez et al., 2011; Kim and Forsythe,
2008). Our findings augment current literature Cai et al.
(2017) on gender, technology use and computer-related
attitudes, which shows a more positive view of men toward
the use of technology than women, but the effect size
difference is smaller.

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 Online consumers’ shopping behavior
Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom
Similarly, our review’s findings provide some valuable
insights for the e-commerce businesses that intend to target
women and men online shoppers in the future. Women
demonstrate lower affection for online shopping and their
attitude toward the usefulness of online shopping. Further,
women also show significant concerns about privacy and
security issues and are less likely to pay online. Such gender-
biased behavioral limitations underscore that online businesses
should apply trust-building cues in their advertisements and on
their websites. Such measures may result in encouraging
women to overcome security and privacy concerns.
Normative commitment and social-norms motivate women
(Hwang, 2010). That is why social recommendations by family,
friends, peer groups and media positively affect women’s risk
perceptions and the tendency of online purchases. E-businesses
could promote customer loyalty by focusing more on
developing sociability and unity features on their online
shopping websites. Women also demonstrate stable exploratory
behavior and website involvement behavior. Therefore,
businesses need to design their websites where visual design
features are prominently displayed and help develop shoppers’
trust in unfamiliar vendors. In an online shopping scenario,
women show a high preference for using mobile phone apps (or
e-commerce applications on smartphones) and prefer an audio
response system when obtaining goods from omnichannel
vendors (Park and Lee, 2017).
In the online shopping context, men are impulsive buyers
and possess a healthy positive attitude toward internet
shopping, even when buying from omnichannel retailers. Men
tend to be more utilitarian, and hence, seek product specific
information on websites. Men also show a more definite need
for visual stimulus in an online advertisement and complexity
in website design. Visual signs or a visible structure of a website
affects men’s level of trust, satisfaction with e-tailer, building a
positive attitude and influences online purchase intentions.
Our review underscores that social factors affect both
genders. Women’s online purchase intentions are strongly
stimulated by social factors, whereas privacy concerns of
women and men negatively affect the level of trust in online
vendors. Genders’ trust in online vendors will rise if they
improve consumer’s privacy empowerment (the level of control
over personal information in an online transaction
environment).
Each culture has a unique set of social structures and gender-
roles expectations, influencing gender-specific behavior toward
e-commerce (Stafford et al., 2004). Research Lu et al. (2018)
reports consumers belonging to high uncertainty avoidance and
long-term orientation cultures are less inclined to embrace
online shopping channels. In contrast, consumers belonging to
cultures with high tendencies toward individualism,
masculinity and indulgence values show a high propensity to
embrace online channels. However, these findings cannot be
generalized for online consumer behavior. The majority of the
online studies included in this review examine those consumer
communities that belong to the category of wired and highly
wired (i.e. internet connectivity) nations. This selection
happens due to the diffusion of the internet and related online
shopping activities (Stafford et al., 2004). Hence, there is a
need for a comprehensive, measurable synthesis of the
literature (e.g. meta-analysis) to understand whether gender
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Volume 39 · Number 1 · 2022 · 29–43
differences in online-consumer behavior are a function of
cultural attributes, country of origin, product type or buyer’s
experience with the internet.
Our findings reveal that the most studies used
experimental websites and special classrooms to observe
individual behaviors of online consumers (Lian and Yen,
2014; Murphy and Tocher, 2011; Hwang, 2010; Cyr et al.,
2007). Studies used university students to act as a proxy for
actual online consumers (Shaouf et al., 2016; Chen et al.,
2015). This condition implies that the experiment
participants (who are well informed about the purpose of the
research) may behave entirely differently than the genuine
online buyer’s behavior when visiting an actual brand
website. Although using experiment methodology is
appropriate for studying online behavior, there is an
imperative need to examine the behavior of real online
consumers. Only a few studies Natarajan et al. (2017), Gracia
et al. (2015) examined real online data from some existing e-
business consumers. This methodological limitation
underscores that future research should analyze true-life
online consumer data from brand websites that would help
researchers, as well as e-businesses, to better understand the
correct online gender behavior and brand loyalty.
Regarding future research avenues, it is essential to research
how businesses craft their online marketing strategies within
marketing areas (such as segmentation, targeting, development
of communication messages and website designs) and their
effects on online consumer behaviors. Also, future research
should focus on understanding the comparative role of gender in
online shopping across cultures between developed and
developing countries. It will be valuable to measure gender-based
managerial variations concerning online marketing strategies.
6. Managerial implications
By identifying differences and similarities in behavioral
dimensions of online consumers, our study provides the
following recommendations for managers (including marketers
and advertisers) responsible for online shopping and e-
commerce platforms. Managers may use such
recommendations, depending upon available (financial and
nonfinancial) resources. Moreover. these recommendations are
general in nature, which may be useful for the managers of any
online platform. However, utility of such recommendations
may vary for different businesses depending upon, for example,
the nature of business and profile of target market.
First, online managers should focus on developing websites
and online platforms that take into consideration significant
behavioral aspects of male and female consumers, for example,
related to product information, service quality and
transactional trust. Emphasizing such attributes can be critical
in maintaining long-term purchase and re-purchase intentions
of online consumers, and may likely play an instrumental role
in achieving sustainable sales volume. For instance, creating a
visually appealing website with sociability and gratification
elements can help online vendors attract both men and women
equally and gain competitive advantages.
Second, online managers should include appropriate socio-
cultural parameters in their websites/platforms as online
consumers are no longer geographical centered. Such an
 Online consumers’ shopping behavior
Maria Kanwal, Umar Burki, Raza Ali and Robert Dahlstrom
approach may positively affect consumer’s transactional
comfortability, trust and purchase intentions. For instance,
offering bilingual/multilingual virtual audio-visual webinars/
presentations could provide better feedback about the purchase
behavior of male and female consumers. Similarly, marketers
may cultivate positive WOM (both online and offline) among
online women buyers by promoting social and normative
features on their online platforms.
Third, the COVID-19 pandemic phenomenally increased online
shopping, yet accompanied by a lot of uncertainty and ambiguous
information. Costly internet services, lack of consumer trust and
reliance on a few available digital platforms hindered a large
segment of the world’s population to capitalize on the benefits of
online shopping. E-commerce managers should devise appropriate
generational-cum-gender specific consumer strategies to fully
harness the potential of global online shopping in the future.
Finally, managers should closely monitor the evolving buying
behaviors of gender groups in developed and emerging online
markets. Periodic studies may provide the evidence required to
understand the latest market trends and formulate appropriate
online gender-specific marketing strategies.
7. Conclusion
The purpose of this systematic review is to present a narrative
and descriptive synthesis of gender differences and similarities
in online consumer behavior. This study’s objectives include
identifying gender-specific online product preferences,
purchase and re-purchase intentions, trust level with online
vendors, behavior toward online financial transactions/
payments, and perception toward online communication and
web design. Our review’s findings revealed more differences
than similarities between men and women online shoppers.
Men consumers notably showed favorable behavior toward
financial transactions and online purchase intentions, whereas
female consumers showed a higher preference for security and
privacy concerns. For men consumers, the primary motivating
factors for using e-commerce are enjoyment and curiosity,
whereas usefulness and sociability are for female consumers.
Our findings offer several recommendations for online
businesses and e-tailers, designing e-business platforms
(websites) and creating a secure market position through
effective promotional strategies that appeal to gender-specific
consumer segments. Our study attempts to provide useful
understanding of gender behavior and its impact on stimulating
e-commerce. We hope this review will provide valuable insights
to online businesses, marketers and policymakers in developing
and implementing diverse e-commerce models and strategies
suitable for men and women online consumers.
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Corresponding author
Maria Kanwal can be contacted at: maria.kanwal@wum.
edu.pk