The Effects of Browsing Frequency and Gender on the Relationship Between Perceived Control and Patronage Intentions in E tail

Edward Shih Tse Wang
International Journal of Electronic Commerce,
Volume 14 Number 3, Spring 2010, pp. 129.

Abstract: On line consumer retention is vital to e tail success. This study examines how consumer browsing frequency and gender affect perceived control and customer patronage intentions in the e tail context. Statistical results show that browsing frequency has a positive direct effect on perceived control and patronage intentions of female consumers but does not have a significant impact on male perceived control and intentions. These findings provide theoretical insights into how consumer characteristics affect on line decision-making and have implications for managing on line consumers based on consumer characteristics.

Key Words and Phrases: Browsing experience, consumer retention, e tail, gender differences, Internet shopping, patronage intention, perceived control.