Gender-Moderating Effect on e-Shopping Behavior: A Cross-Cultural Study of the United States and Saudi Arabia

Abstract

This study elucidates the moderating effects of gender on factors affecting e-retail website use with survey data from two culturally diverse countries. This research found that the e-shopping model relationships are moderated by gender and provides support that the direct effects of three e-service quality dimensions are positively related to e-retail website loyalty and that e-retail website loyalty and perceived switching cost are related to e-retail website use. The findings highlight the importance for e-retail businesses to develop differential marketing and design strategies focused on males and females.

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