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A proposed model of online consumer behavior: Assessing the role of gender

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  • Richard, Marie-Odile
  • Chebat, Jean-Charles
  • Yang, Zhiyong
  • Putrevu, Sanjay

Abstract

This research examined the influence of Internet experience and web atmospherics on consumer online behavior. It developed a model of web navigation behavior where these antecedent variables drove website exploratory behavior and website involvement, which in turn, drove site attitudes and pre-purchase evaluations. These relationships were tested and confirmed in the context of a pharmaceutical website. Further, men and women differed in web navigation behavior, with men engaging in less exploratory behavior and developing less website involvement than women. However, across the two sexes, entertainment, challenge, and effectiveness of information content were the key drivers of website attitudes. The findings provide several guidelines for online communication strategy.

Suggested Citation

  • Richard, Marie-Odile & Chebat, Jean-Charles & Yang, Zhiyong & Putrevu, Sanjay, 2010. "A proposed model of online consumer behavior: Assessing the role of gender," Journal of Business Research, Elsevier, vol. 63(9-10), pages 926-934, September.
    • Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:926-934
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    References listed on IDEAS

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