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.

fYear

2006

fDate

5-7 Oct. 2006

Firstpage

78

Lastpage

83

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;

fLanguage

English

Publisher

ieee

Conference_Titel

Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on

Conference_Location

Lille

Print_ISBN

7-5603-2355-3

Type

conf

DOI

10.1109/ICMSE.2006.313867

Filename

4104871