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Gender-Based Differences in the Effect of Web Advertising in E-business

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3 Author(s)
Shen Xue-wu ; School of Management, Wuhan University of Technology, P.R.China, 430070 ; Nie Gui-hua ; Shen Ling

Previous research suggests males and females exhibit different attitudes toward traditional advertising along with different advertising stimulated consumer behaviors. However, little is known about gender differences in the relationship between the effect of Web advertising and online consumer's behavior. Survey results indicate males and females differ significantly on several dimensions with attitude psychology and buying behavior. Data support the hypothesis through analyzing, and future research is discussed

Published in:

2006 International Conference on Management Science and Engineering

Date of Conference:

5-7 Oct. 2006