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dc.contributor.authorDai, Wanwen
dc.contributor.authorArnulf, Jan Ketil
dc.contributor.authorIao, Laileng
dc.contributor.authorWan, Pei
dc.contributor.authorDai, Haojin
dc.date.accessioned2019-05-08T12:55:51Z
dc.date.available2019-05-08T12:55:51Z
dc.date.created2019-01-02T11:13:35Z
dc.date.issued2019
dc.identifier.citationPsychology & Marketing. 2019, 36, 354-362nb_NO
dc.identifier.issn0742-6046
dc.identifier.urihttp://hdl.handle.net/11250/2597002
dc.description.abstractWhile previous studies indicate that female consumers display less trust for online shopping than males do, there is little research to addresses the reasons behind this difference. Our study applies a combination of both self‐report and the Implicit Association Test (IAT) to compare the cognitive and affective components of attitudes in men and women toward online shopping in China. Although female participants showed no significant difference from male participants in affective attitudes toward online shopping in the self‐report condition, females associated online shopping more frequently with unpleasant adjectives and off‐line shopping with pleasant adjectives in the indirect IAT condition. The opposite pattern was found for the male group. This finding indicates a wanting but disliking attitude toward online shopping among the female consumers in China, which provides a unique theoretical contribution to consumer behavior theory and helps to enhance emarketers’ market targeting and segmentation effectiveness in China.nb_NO
dc.language.isoengnb_NO
dc.publisherWileynb_NO
dc.subjectChinese consumersnb_NO
dc.subjectGender differencesnb_NO
dc.subjectImplicit Association Testnb_NO
dc.subjectOnline shoppingnb_NO
dc.titleLike or want? Gender differences in attitudes toward online shopping in Chinanb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.source.pagenumber354-362nb_NO
dc.source.volume36nb_NO
dc.source.journalPsychology & Marketingnb_NO
dc.identifier.doihttps://doi.org/10.1002/mar.21183
dc.identifier.cristin1648370
cristin.unitcode158,4,0,0
cristin.unitnameInstitutt for ledelse og organisasjon
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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