Customer's Perceived E-Service Quality:Role of Gender Diffrences in Online Shopping

The article aims at studying the various dimensions of e-service quality affecting online shopping behavior and to examine whether gender differences exist in the perceptions of e-service quality dimensions in online shopping. Additionally it focuses on determining whether gender makes a difference in online purchase preference. An empirical study was conducted where 80 individuals responded towards the questionnaire including 40 male and 40 female. The study describes the market characteristics and functions with the purpose of examining the gender based differences, their effect on their perception towards e-service quality dimensions and the purchase preferences towards online shopping. The study included the various e-service quality dimension with the help of literature studied. The results showed that in most of the e-service quality dimensions perceptual differences were found across the gender. Additionally it also revealed the significant differences in terms of product preferences across the gender. The study contributes towards the development of the various e-commerce models and helps the various e-commerce companies as well as the online vendors to understand the perceptual differences across the gender which will help them to increase their revenue and improve upon their strategies. The study will also benefit the society by providing the various critical factors to be considered while shopping online and would create more awareness among them about purchasing over the internet. The study covers the population of Jaipur city of Rajasthan where no such studies have been done ever before.