Title :
Gender-Based Differences in the Effect of Web Advertising in E-business
Author :
Xue-wu, Shen ; Gui-hua, Nie ; Ling, Shen
Author_Institution :
Sch. of Manage., Wuhan Univ. of Technol.
Abstract :
Previous research suggests males and females exhibit different attitudes toward traditional advertising along with different advertising stimulated consumer behaviors. However, little is known about gender differences in the relationship between the effect of Web advertising and online consumer´s behavior. Survey results indicate males and females differ significantly on several dimensions with attitude psychology and buying behavior. Data support the hypothesis through analyzing, and future research is discussed
Keywords :
Internet; advertising data processing; business data processing; consumer behaviour; gender issues; Web advertising; attitude psychology; buyer behavior; e-business; gender-based differences; online consumer behavior; Advertising; Biological system modeling; Consumer behavior; Consumer electronics; Delay; Position measurement; Privacy; Profitability; Psychology; Technology management; E-Business; Effect of Web advertising; Gender differences;
Conference_Titel :
Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on
Conference_Location :
Lille
Print_ISBN :
7-5603-2355-3
DOI :
10.1109/ICMSE.2006.313867
