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Gender Influence on the Innovativeness of Young Urban Indian Online Shoppers

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  • Meenakshi Handa
  • Nirupma Gupta

Abstract

The objective of this paper is to study the influence of gender on consumer innovativeness of college going young online shoppers of urban India. Open processing innovativeness is measured by adapting the scale developed by Joseph and Vyas (1984) while the domain specific innovativeness is measured by using the scale developed by Citrin (2000) for Internet shopping. Survey of 150 young online shoppers reveals that gender has no influence on the innovativeness of online shoppers. Both males and females have a higher score for domain specific innovativeness as compared to the open processing innovativeness. They are not very innovative in general but, nevertheless are experimental with respect to new retail websites. They surf new retail websites but are hesitant to shop from new online retailers. Based on our research findings, we have suggested the measures by which marketers can encourage young shoppers to visit and shop more frequently from new retail websites. The recommendations in this paper will be of value to the online marketers, consumer researchers and academicians.

Suggested Citation

  • Meenakshi Handa & Nirupma Gupta, 2009. "Gender Influence on the Innovativeness of Young Urban Indian Online Shoppers," Vision, , vol. 13(2), pages 25-32, April.
    • Handle: RePEc:sae:vision:v:13:y:2009:i:2:p:25-32
    DOI: 10.1177/097226290901300203
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    References listed on IDEAS

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    1. Venkatraman, Meera P. & Price, Linda L., 1990. "Differentiating between cognitive and sensory innovativeness : Concepts, measurement, and implications," Journal of Business Research, Elsevier, vol. 20(4), pages 293-315, June.
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    3. Sharma, Arun & Sheth, Jagdish N., 2004. "Web-based marketing: The coming revolution in marketing thought and strategy," Journal of Business Research, Elsevier, vol. 57(7), pages 696-702, July.
    4. Midgley, David F & Dowling, Grahame R, 1978. "Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(4), pages 229-242, March.
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    Cited by:

    1. Chao, Chih-Wei & Reid, Mike & Mavondo, Felix T., 2012. "Consumer innovativeness influence on really new product adoption," Australasian marketing journal, Elsevier, vol. 20(3), pages 211-217.
    2. Hind S. Hassan, 2017. "The Role of Customer Innovativeness in the New Products Adoption Intentions：An Empirical Study on Mobile Phone Customers of the Egyptian Universities Students," International Business Research, Canadian Center of Science and Education, vol. 10(4), pages 117-130, April.
    3. Aobo Jiang & Erin & Yu-Ching Lin, 2018. "Research On The Development Of Science And Technology Network Industry Based On Structural Equation Modeling," Journal of Mechanical Engineering Research & Developments (JMERD), Zibeline International Publishing, vol. 41(3), pages 82-90, September.
    4. repec:zib:zjmerd:3jmerd2018-82-90 is not listed on IDEAS

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