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Gender differences in the linkage of online patronage behavior with TV-and-online shopping values

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  • Hsin-Hui Lin

Abstract

The main purpose of this study is to investigate gender differences in the linkage of online patronage behavior with multi-channel shopping values in context of TV-and-online retailing. Data collected from 226 respondents in Taiwan are tested against the research model using the partial least squares (PLS) approach. The empirical result shows that utilitarian and hedonic TV shopping values have indirect positive effects on consumer online patronage intention through their associated online counterparts. Additionally, both utilitarian and hedonic TV shopping values are found to influence their associated online counterparts more strongly for men than for women. The findings of this study provide several important implications for the research and practice of multi-channel retail service. Copyright Springer-Verlag 2011

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  • Hsin-Hui Lin, 2011. "Gender differences in the linkage of online patronage behavior with TV-and-online shopping values," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 295-312, December.
    • Handle: RePEc:spr:svcbiz:v:5:y:2011:i:4:p:295-312
    DOI: 10.1007/s11628-011-0115-9
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    6. Rodríguez-López, María Eugenia & Higueras-Castillo, Elena & Rojas-Lamorena, Álvaro J. & Alcántara-Pilar, Juan Miguel, 2024. "The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
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    8. Edward C. S. Ku & Chun-Der Chen, 2020. "Flying on the clouds: how mobile applications enhance impulsive buying of low cost carriers," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 23-45, March.

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