The Effects of Browsing Frequency and Gender on the Relationship Between Perceived Control and Patronage Intentions in E-tail

Authors:
Edward Wang
Affiliations:
National Chung Hsing University, Taiwan, Republic of China
Venue:
International Journal of Electronic Commerce
Year:
2010

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Abstract

On-line consumer retention is vital to e-tail success. This study examines how consumer browsing frequency and gender affect perceived control and customer patronage intentions in the e-tail context. Statistical results show that browsing frequency has a positive direct effect on perceived control and patronage intentions of female consumers but does not have a significant impact on male perceived control and intentions. These findings provide theoretical insights into how consumer characteristics affect on-line decision-making and have implications for managing on-line consumers based on consumer characteristics.