Gender and e-marketing: The role of gender differences in online purchasing behaviors

Abstract

The increasingly widespread use of the Internet and the increasing participation of females in business have been significant changes leading to society today. As females have begun to have a more important role in business life, in addition to their crucial role within the family in the decision-making process of making purchases, they have had more financial independence. Additionally, the gap in Internet use in favor of males has also begun to narrow. This makes it necessary for e-marketers that carry out some or all of their transactions online to be fully aware of the effects of gender differences in online purchasing behaviors. This chapter consists of a literature review on the subject of Internet usage and online purchasing behaviors with a focus on gender-based differences. Accordingly, the aim of this chapter is to explore gender-based differences in Internet usage and online purchasing behavior and to suggest some e-marketing strategies for e-marketers. Additionally, this chapter provides a foundation on which to build future studies.