GENDER DIFFERENCES IN CONSUMERS’ PERCEPTION OF ONLINE SHOPPING: AN EMPIRICAL STUDY

Abstract

The growth of e-shopping usage has provided the new way of marketing and distribution of goods and services. While in the early days of e-shopping, gender gap has existed in using internet, and it is particularly apparent for online shopping. Female recognize high level of risk for e-shopping, and as a result they tend to hesitate to make purchase online. In the current scenario, online shopping has become a convenient medium and save time of the final users of the goods and services. It has changed the pattern of shopping by the customer through modern market. In India, the number of internet users increasing day by day with the change of technology of market for doing business. Therefore, the online shopping spread the way with a very rapid pace in Indian market. The present study focused on online shopping perception by university student’s gender wise. Furthermore, we examine the factors for intension of online shopping gender difference by the students’. For the present study, the five point Likert scale has been used to measure the perception between the genders. For the analysis of the study, a structured questionnaire was designed. The sample of 200 students’ from two Indian University and on the basis of their availability a convenient sampling method was used. This study reveals that male students’ are more interested in online shopping than female students’.