Abstract
Over the recent years, there has been a significant increase in the number of women belonging to the Internet population. With this increase, researchers have begun to investigate the role of gender in information technology (IT) adoption and its related innovations, including e-commerce. Despite the large body of research on the topic, we know of no work that specifically reviews the literature regarding gender differences in these domains. To address this gap, we systematically reviewed the recent literature (in the period 2000â2017) regarding gender differences in IT adoption and six related behaviors and responses: online shopping adoption, online trust, attitude and satisfaction with e-commerce, website design preferences, and information processing strategies. Findings from the current review indicated that, in general, men are more likely to try a new IT and shop online than women, although the findings have been far somehow contradictory. Overall, men tend to have more positive evaluations of websites than women. According to the current review, gender differences play an important role in moderating certain relationships between different influencing variables. We highlight areas requiring future research and discuss the findings in the context of several theoretical perspectives.
Highlights
In the 1990s when the dotcom bubble began, 95% of the Internet users were males (Morahan-Martin, 1998; Weiser, 2000; Wilder et al, 1985)
Using the Technology Acceptance Model 3 (TAM3), Faqih and Jaradat (2015) investigated the moderating role of gender on the adoption of mobile commerce in Jordan and the results reveal that gender does not have any moderation effect on the adoption process
Considerable research has been devoted to understanding the impact of gender differences on online shopping adoption (Cho, 2004; Cyr et al, 2007; Dittmar et al, 2004; Lin and Hsieh, 2016; Rodgers and Harris, 2003; Van Slyke et al, 2010; Zhang et al, 2011)
Summary
In the 1990s when the dotcom bubble began, 95% of the Internet users were males (Morahan-Martin, 1998; Weiser, 2000; Wilder et al, 1985). In 2017, the International Telecommunications Union reports that the proportion of men using the internet is 12% higher than the proportion of women; this gender gap widens to 32.9% in the least developed countries. Despite the considerable amount of the literature addressing gender differences in various IT contexts, we know of no specific work that outlines the history of gender differences in the fields of IT and its innovations, including e-commerce (MeyersLevy and Loken, 2015). This paper aims to provide guidelines for IT managers and e-marketers by reviewing the available literature regarding gender differences in IT adoption and six related behaviors and responses: online shopping adoption, online trust, attitude and satisfaction with e-commerce, website design preferences, and information processing styles. We focus on the period 2000-2017, as many gender differences have been emerged during this period (Cyr, 2014; Meyers-Levy and Loken, 2015)
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