Age, Gender and Income: do They Really Moderate Online Shopping Behavior?
Age, Gender and Income: do They Really Moderate Online Shopping Behavior?
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年龄、性别和收入：它们真的能调节网上购物行为吗？
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
M. J. M. Hoyos
中科院分区：
文献类型：
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作者：
B. Ortega;Julio Jiménez Martínez;M. J. M. Hoyos
目的-本文的目的是分析个人的社会经济特征-年龄，性别和收入-是否影响他们的网上购物行为。分析的个人是有经验的电子购物者，即经常在互联网上购物的个人。设计/方法/方式-技术接受模型扩大到包括以前使用互联网和自我效能感。电子购物者的感知和行为是基于他们自己的经验。所获得的信息已经过因果分析和多样本分析的检验。结果-结果表明，社会经济变量缓和既不影响以前使用互联网，也不电子商务的看法，简而言之，他们不条件的行为有经验的电子购物者。实际影响-获得的结果有助于确定，一旦个人达到有经验的电子购物者的状态，他们的行为是相似的，独立于他们的社会经济特征。互联网已经成为一个适合所有年龄、收入和性别的市场，因此，与销售某些产品的可接受性有关的偏见应该得到修正。独创性/价值-以前的研究与影响电子商务的社会经济变量一直旨在预测谁可能会作出初步的网上购买。与大多数现有的研究相比，它被认为是目前的发展，在线环境应导致分析一种新的电子购物者（有经验的购买者），其行为不同于在本研究领域的开始研究。从网上购物中获得的经验使社会经济特征的重要性变得无效。
Purpose – The objective of this paper is to analyse whether individuals’ socioeconomic characteristics – age, gender and income – influence their online shopping behaviour. The individuals analysed are experienced e-shoppers i.e. individuals who often make purchases on the internet. Design/methodology/approach – The technology acceptance model was broadened to include previous use of the internet and perceived self-efficacy. The perceptions and behaviour of e-shoppers are based on their own experiences. The information obtained has been tested using causal and multi-sample analyses. Findings – The results show that socioeconomic variables moderate neither the influence of previous use of the internet nor the perceptions of e-commerce; in short, they do not condition the behaviour of the experienced e-shopper. Practical implications – The results obtained help to determine that once individuals attain the status of experienced e-shoppers their behaviour is similar, independently of their socioeconomic characteristics. The internet has become a marketplace suitable for all ages and incomes and both genders, and thus the prejudices linked to the advisability of selling certain products should be revised. Originality/value – Previous research related to the socioeconomic variables affecting e-commerce has been aimed at forecasting who is likely to make an initial online purchase. In contrast to the majority of existing studies, it is considered that the current development of the online environment should lead to analysis of a new kind of e-shopper (experienced purchaser), whose behaviour differs from that studied at the outset of this research field. The experience acquired with online shopping nullifies the importance of socioeconomic characteristics.