电子商务中消费行为的性别差异

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1、管理学硕士学位论文电子商务中消费行为的性别差异GENDERDIFFERENCEOFSHOPPINGBEHAVIORINE-COMMERCEBARRYModyBapathe"毛笛"哈尔滨工业大学2012年6月国内图书分类号：F713.36学校代码：10123国际图书分类号：658.8.013密级：公开管理学硕士学位论文电子商务中消费行为的性别差异硕士研究生：BARRYMODYBAPATHE导师：闫相斌申请学位：管理学硕士学科：管理科学与工程所在单位：答辩日期：2012年6月授予学位单位：哈尔滨工业大学ClassifiedIndex：F713.36U.D.C.:658.8.013Di

2、ssertationfortheMasterDegreeinManagementGENDERDIFFERENCEOFSHOPPINGBEHAVIORINE-COMMERCECandidate：BARRYMODYBAPATHESupervisor：Prof.Dr.YANXIANGBINAcademicDegreeAppliedMasterofManagementfor:Speciality：ManagementScienceandengineeringAffiliation：SchoolofManagementDateofDefence：June,2012Degree-Confer

3、ring-HarbinInstituteofTechnologyInstitution：DissertationforMasterDegreeinManagement,HITAbstractThedynamicsofthemarkethasincreasedsincethediscoveryoftheinternetandtheinternetshoppingtermedase-commerce.Itisprovidingaquickerandmoreconvenientwayofshoppingservicebecauseofthespreadoftheinternetglob

4、ally.Thisrapidexpansionoftheinternetshoppingdemandstheattentionofthesupplierstogetadditionalacceptancefromthecustomersinquestiontoattractthemtotheserviceandcommodityexchange.Beitinthetraditionalwayorthemoderninternetshopping,maleandfemaleshoppershavedifferentpositioninginthewaytheyareattracte

5、dtotheitems.Thishasbeenresultedandberesultingindifferentbehaviorsofshoppingactivity.Thatisfemaleshoppersarebelievedtobelessinfluencedbythee-commerceascomparedtothemaleshoppers.Thisresearchworkisaimedtoexaminethewayhowmaleandfemaleonlineshoppersdifferfromeachotherandhasanalyzedfactorsthathavea

6、neffectonsuchkindofdifferencethathasimportancetothesuppliersindealingwiththeshoppers.Thatinparticularishowtoincreasetheonlineshoppingactivityofshoppersonelectronicproducts.Itisfoundthatthemaleandfemaleshoppersaredifferentwithrespecttodifferentvariablesandmaleshoppersaremoreattractedtoonlinesh

7、oppingthanfemaleshoppers.Thatisbecause,femaleshoppersmostofthetimeneedtohaveaphysicalinteractionwiththesellerandtheitemunderconsiderationanditisfinallyrecommendedthatthesuppliersshouldtrytohaveawebsiteofthatcancreatesuchanenvironmenttothefema