Navigating Online Retail: A Study of Gender-Specific Buying Behaviours

Abstract

This research paper examines the distinct buying behaviours of men and women in the context of online shopping, revealing significant differences shaped by social influences, convenience, product exploration, and functionality. Utilizing a mixed-methods approach, the study integrates existing literature with primary data collected from a representative sample of online shoppers. The findings highlight that woman are more likely to rely on social factors, including peer recommendations and influencer marketing, whereas men tend to prioritize functional aspects such as pricing and product availability. Through statistical analysis, including t-tests, the study identifies notable differences in attitudes towards various factors influencing online purchasing decisions. The results underscore the importance of understanding these gender-specific behaviours, suggesting that businesses can enhance their marketing strategies and customer engagement by tailoring experiences to meet the diverse needs of male and female consumers. Ultimately, the paper emphasizes the necessity for e-commerce platforms to adopt a multifaceted approach, leveraging insights into gender differences to foster stronger customer relationships and drive growth in the competitive online marketplace.