1. The influence of college students’ shopping
orientations and gender differences on online
information searches and purchase behaviours
Presenter: Jessie Liu
Instructor: Dr. Pi-Ying Hsu
Date: November 19, 2012 1

2. Citation
Seock, Y. K. & Bailey, L. R. (2008). The
influence of college students' shopping
orientations and gender differences on online
information searches and purchase
behaviours. International Journal of Consumer
Studies, 32(2), 113–121.
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3. Contents
Introduction
Literature Review
Methodology
Results & Conclusion
Reflection
3

4. Introduction
4

5. Introduction
Department
Stores
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6. Introduction
Introduction
Apparel
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7. The Purpose of Study
- To investigate the relationships between their
shopping orientations and their searches for
information about and purchases of apparel
products online
- To examine the differences between male and
female students in their shopping
orientations, online information searches and
purchase experiences
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8. Literature Review
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9. Literature Review
Online shopping is preferred over in-
store shopping by some Internet users
because of its convenience and time-
saving capabilities.
(Li et al., 1999)
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10. Literature Review
Men placed greater trust in Internet
shopping and perceived the Internet as a
more convenient shopping outlet than
women did.
(Rodgers and Harris’ ,2003)
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11. Literature Review
Gender was a significant predictor in
determining consumers’ online purchase
intentions for clothes, jewellery or
accessories.
(Kim and Kim ,2004) 11

12. Research Questions
What is the relationships between college
What is the relationships between college
students’ shopping orientations and their
students’ shopping orientations and their
searches for information about and
searches for information about and
purchases of apparel products online?
purchases of apparel products online?
What is the differences between male and
What is the differences between male and
female students in their shopping
female students in their shopping
orientations, online information searches
orientations, online information searches
and purchase experiences.
and purchase experiences.
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13. Hypotheses
H1: College students’ shopping orientations
will be significantly related to their searches for
information about apparel products from
Internet web sites.
H2: College students’ shopping orientations
will be significantly related to their purchases of
apparel products from Internet web sites.
H3: College students’ shopping orientations
will differ for male and female students.
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14. Hypotheses
H4: College students’ online information
search experiences for apparel
products will differ for male and female
students.
H5: College students’ online purchase
experiences for apparel products will
differ for male and female students.
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15. Methodology
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16. Methodology
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17. Procedures
Questionnaire 1 week after
Second questionnaire
1 week after
An incentive
A panel of five experts
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18. Likert Scale
strongly strongly
Question disagree
disagree agree
agree
I enjoy shopping for 1 2 3 4
clothes.
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19. Ordinal Scale
Question never seldom occasionally A lot
how often they searched
for information from web
sites that sell apparel 1 2 3 4
over the past 12 months
how often they had
purchased apparel from
web sites that sell
apparel over the past 12 1 2 3 4
months
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20. Data analysis
Two stages
Two stages
factor analysis of the data
factor analysis of the data
multiple
multiple
regression
regression MANOV t-tests
analysis
analysis A
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21. Results & Conclusion
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22. Table 1 factor analysis of clothing shopping orientations
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23. H1: College students’ shopping orientations will be
significantly related to their searches for
information about apparel products from
Internet web sites.
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Table 2 Regression analyses for online information searches

24. H2: College students’ shopping orientations will be
significantly related to their purchases of
apparel products from Internet web sites.
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Table 3 Regression analyses for online purchases

25. H3: College students’ shopping orientations
will differ for male and female students.
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Table 4 Multivariate analyses of variance (MANOVA) for clothing shopping orientations

26. H4: College students’ online information search
experiences for apparel products will differ for male and
female students.
H5: College students’ online purchase experiences for
apparel products will differ for male and female
students.
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Table 5 T-tests for online information searches and purchase experiences

27. Conclusion
- Gender differences in college students’
shopping orientations, significant
differences were found.
- Female students tend to seek hedonic
benefits
- Male participants showed higher
convenience/time consciousness than
female participants.
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28. Reflection
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29. Reflection
The research results cannot be generalized
to all US college students.
Male students’ potential as online shoppers.
Gender gap in the use of the
Internet for purchasing products is
disappearing.
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30. THANK
YOU FOR
YOUR
LISTENING!
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