Abstract
ABSTRACTFive hundred and fifteen consumer responses are used to model the affect of online hedonic shopping motivation and online purchase intentions: moderated by the consumers' perceptions of their offline and online gendered behaviour. The model was applied across five product categories using confirmatory factor analysis and structural equation modelling. We conclude that there is no online‐gender effect on hedonic shopping motivation and purchase intentions. However, offline‐gendered behaviour does significantly affect hedonic shopping motivation and purchase intentions for females across all product categories. Our findings support the proposition that gender is merely a prosthetic device of the private self and is an intentional manipulation and misrepresentation of the anonymous body. Online gender is a performance that is hidden by the technological veil from the offline space and public self, without social constraints or criticisms. Research implications are discussed. Copyright © 2013 John Wiley & Sons, Ltd.
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