Initial Purchase Decision: A Gender Differences Perspective

BESLI, Eugenius and CHANDRA, Maria Helena and SAMI'UN, Defitroh Chen (2025) Initial Purchase Decision: A Gender Differences Perspective. INITIAL PURCHASE DECISION: A GENDER DIFFERENCES PERSPECTIVE, 9 (3). pp. 280-284. ISSN 2598-120X

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Abstract

This study aims to investigates gender differences in online purchase decision-making by analysing the influence of key factors among men and women. An independent t-test is employed to examine behavioural distinctions, while multiple regression is used to assess the strength of these influencing variables. The findings reveal only slight differences between men and women in their online shopping behaviour. However, the order of influence is consistent across both genders, with store ratings having the s trongest impact, followed by live streaming shopping and consumer reviews. Despite the similar order, women are found to be more actively involved in online shopping and show a higher sensitivity to these factors compared to men. These findings highlight gender's influence on consumer behaviour and help businesses refine digital design, marketing, and service strategies to suit each group's preferences.

Item Type:	Article
Uncontrolled Keywords:	Purchase Decision; Online Reviews; Store Ratings; Live Streaming Shopping; Gender
Subjects:	300 – Ilmu Sosial > 330 Ekonomi > 330 Ekonomi
Divisions:	94202 Kewirausahaan
Depositing User:	Maria Helena Chandra
Date Deposited:	06 Jan 2026 00:21
Last Modified:	06 Jan 2026 00:21
URI:	http://repository.iftkledalero.ac.id/id/eprint/3785

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