Women shoppers prefer online ‘warmth’

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Simon Fraser University
Public Affairs and Media Relations (pamr)
604.291.3210

Contact:
Dianne Cyr, 604.268.7416; dianne_cyr@sfu.ca
Marianne Meadahl, pamr, 604.291.4323

Online shopping that offers a warm and social environment is more appealing to women shoppers than to men — and that could have significant implications for web designers, according to a new study on gender differences in e-commerce.

A survey of 185 participants who were tested on five experimental web conditions shows that women were more influenced by the presence of social elements. The study also found that websites with a social presence were more likely to generate e-loyalty among potential shoppers.

While more women are accessing the internet intending to shop online, little is known about gender differences in e-commerce, says study researcher Dianne Cyr, a business professor at SFU Surrey.

“Compared to offline shopping, e-shopping may be viewed as more impersonal, anonymous and generally absent of face-to-face interactions – making it more difficult to understand how to create customer loyalty,” says Cyr.

Research shows that women are less likely to purchase online than men. “This may be the result of websites that are not compatible with women’s design preferences, and because women perceive websites differently than men,” Cyr adds. While the study showed that perceived social presence influences women’s e-loyalty, Cyr says men may also benefit from websites with a more personal feeling.

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