Is there any gender difference in online shopping decisions among consumers? An exploratory study on young Vietnamese consumers

Abstract

Objectives This thesis aims to explore whether there are gender differences in the online consumer decision-making process. Furthermore, this study also expects to discover some of the most important factors impacting on purchase decisions of customers during analyses.

Summary This thesis adopted a quantitative method to analyze findings. In particular, this paper applied the independent samples T-test in an attempt to discover whether men and women differ in each stage of the online buying model. In addition, this study also employed the linear regression analysis with intent to examine the influence of several factors, which are consumer review, shipping fee as well as brand reputation and policy, on purchase decisions of consumers.

Conclusions The findings exhibited that there was no gender disparity in young Vietnamese consumer behaviors regarding online shopping. On a different note, the results of the content analysis revealed that reviews of prior customers, delivery charge as well as brand name and policy had a significant impact on online buying decisions of Vietnamese millennials.