The moderating effects of gender on e-commerce systems adoption factors: An empirical investigation

Authors:
Yujong Hwang
Affiliations:
School of Accountancy and MIS, DePaul University, United States and College of International Studies, Kyung Hee University, South Korea
Venue:
Computers in Human Behavior
Year:
2010

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Abstract

For e-commerce designers and human-computer interaction researchers, electronic commerce (e-commerce) systems adoption factors and the moderating effects of gender are important topics. Even though there are research endeavors to explain e-commerce systems adoption, one of the main questions to be answered is regarding the normative and affective factors based on the theory of reasoned action and self-determination theory. In this paper, social norms, perceived enjoyment, and their relationships to intention to adopt an e-commerce system are tested (n=322). Furthermore, the moderating effects of gender are tested based on the sociolinguistic literature. As expected, the influence of social norms is stronger in the female group while the influence of enjoyment is stronger in the male group. Theoretical and practical implications of these findings are discussed in the paper.