Gendered perceptions of experiential value in using web-based retail channels
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This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non-purchasers. The findings show that male online purchasers are discriminated from female purchasers by social value and from male non-purchasers by conditional value. Female purchasers are discriminated from male purchasers by functional value and from female non-purchasers by social value. Female non-purchasers are discriminated from female purchasers by conditional value. Male non-purchasers are discriminated from male purchasers by functional and social value.
European Journal of Marketing