Gender and e-commerce: an exploratory study

Mary Ann Harris and Shelly Rodgers

The authors consider the role of gender as it relates to e-commerce and offer a conceptual framework that attempts to explain why women are less satisfied than men with the online shopping experience.

gender and e-commerce: an exploratory study

Shelly Rodgers University of Missouri-ColumbiaMary Ann Harris University of Minnesota

While e-commerce has grown substantially over the last several years, internet shopping continues to struggle to become a dominant retail channel. According to Jupiter Research (2002), online purchases are expected to grow to $217 billion in the next five years. Needless to say, this prediction still only represents 7 percent of projected total retail sales for that year. With 66 percent of U.S. adults using the internet, it is surprising that more people...

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