THE PERCEIVED QUALITY IN ONLINE FASHION SHOPPING: DOES GENDER MAKE A DIFFERENCE

GERARDO WIRAJATYA GUNAWAN, Sahid Susilo Nugroho, Dr., M.Sc.

2014 | Skripsi | MANAJEMEN

-

This research is done in order to understand the differences between male consumers and female consumers in their behavior in online shopping, it is necessary to understand also their background about the education, age, occupation, and the most important is gender. This research mainly will discuss about the difference between male and female consumers and the result of this research study can be used by the company of online shops to develop their market size by doing the right marketing campaign. Data from a sample of Indonesian students who lived in Yogyakarta has been collected and examined for gender-based differences in perceptions about factors affecting the perceived quality of online retailers. Seven electronic retailing quality dimensions were analyzed using t-test. Keywords: e-commerce, gender differences, online shopping, retailing quality dimensions, survey data

Kata Kunci : e-commerce, gender differences, online shopping, retailing quality dimensions, survey data