GENDER DIFFERENCES IN ONLINE SHOPPING BEHAVIOR WITH RESPECT TO TRUST: THE CASE OF PAKISTAN

Abstract

The continuous growth in the internet provides access to consumers across the borders by enabling the developing nations to adopt e-commerce. The subject of e commerce has widely studied in developed nation but lack in developing countries espeically Pakistan. This study attempts to explore the gender difference between customers towards online shopping behavior with respect to trust level. Frequency tables and descriptive statistics are interpretted to understand the mean response of respondents. Cronbach alpha test has used to check the questionnaire’s reliability and Kolmogorov-Smirnov and Shapiro-Wilk tests are used to examine the normality in variables. The results show that all variables are reliable because their Cronbach’s alpha value were greater than required level. Howeover, Kolmogorov-Smirnov and Shapiro-Wilk tests showed that variables are not normally distributed thereby non parametric tests Mann-Whitney and Kruskall Walis tests are used to examine the gender difference in trust level towards online shopping behavior. Non-parametric tests showed that gender statistically differ with respect to trust level towards online shopping behavior. Consumer rating, technical quality and trust have found statistically significant on the basis of age level. Reliability and technical quality are significant on the basis of education level. Therefore, it can be concluded that gender significantly differ in term of trust level towards the online shopping behavior. However, there was no difference among respondents towards online shopping behavior with respect to education level and age level.