Gender Differences in E-commerce

• Authors: Szymkowiak Andrzej , Garczarek-Bąk Urszula

Title variants

PL

Różnice w zachowaniach zakupowych kobiet i mężczyzn w e-commerce

RU

Отличия в покупательском поведении женщин и мужчин в э-коммерции

• Languages of publication: PL EN RU

Abstracts

PL

Celem artykułu jest sprawdzenie, czy występują różnice w zachowaniach zakupowych on-line między kobietami a mężczyznami. Mimo iż płeć jest jednym z czynników, który wpływa na decyzje zakupowe konsumentów, jednak w aspekcie rynku e-commerce ten konstrukt jest wciąż niedostatecznie zbadany. W artykule omówiono wyniki analizy porównawczej wybranych parametrów związanych z korzystaniem ze sklepów internetowych, takich jak: zastosowane urządzenia, źródła wejść oraz statystyki sesji, na przykładzie wybranego sklepu internetowego z branży ogrodniczej (nieukierunkowanej na płeć nabywcy). W tym celu przeanalizowano 352 971 aktywności użytkowników z okresu od 1.10.2016 r. do 1.10.2017 r. Uzyskane wyniki wskazują, że osoby dokonujące zakupów w Internecie w wielu obszarach zachowują się podobnie bez względu na płeć.

EN

The purpose of this study is to determine if there are differences in online shopping behaviour between women and men. While gender is an important factor that affects purchasing behaviour it is still a poorly described construct, especially in the e-commerce market. This paper focuses on examining three areas: the sources of website visits, the infrastructure used to browse Internet resources and the activity on the website in case of the gardening sector (gender neutral). The activities of 352,971 people in the period from 1st October 2016 to 1st October 2017 were analysed. The results demonstrate that online shoppers behave similarly in many areas regardless of gender.

RU

Цель статьи – проверить, выступают ли отличия в покупательском пове- дении онлайн между женщинами и мужчинами. Хотя пол – один из факторов, который влияет на решения потребителей о покупках, однако в аспекте рынка э-коммерции этот конструкт все еще недостаточно изучен. В статье обсудили результаты сопоставительного анализа избранных параметров, связанных с пользованием интернет-магазинами, таких как примененная аппаратура, источники входов и статистики сессий, на примере избранного интернет-ма- газина с ассортиментом товаров для сада и огорода (не направленным на пол покупателя). Для этого провели анализ 352.971 активности пользователей за период с 1.10.2016 г. по 1.10.2017 г. Полученные результаты указывают, что лица, осуществляющие покупки в интернете, во многом ведут себя сходным образом независимо от пола.

Keywords

PL

różnice płci; e-commerce; zachowania zakupowe

EN

gender differences; e-commerce; buying behaviour

RU

отличия полов; э-коммерция; поведение во время покупок

• Publisher: Instytut Badań Rynku, Konsumpcji i Koniunktur
• Journal: Handel Wewnętrzny
• Year: 2018
• Issue: 4 (375) tom II
• Pages: 250-261

Contributors

author

Szymkowiak Andrzej

• Uniwersytet Ekonomiczny w Poznaniu

author

Garczarek-Bąk Urszula

• Uniwersytet Ekonomiczny w Poznaniu

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