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Gender Differences in Trust to e-Commerce and Motivation to Shop Online Among University Students

Student: Danila Shpadi

Supervisor: Anna Shirokanova

Faculty: Saint-Petersburg School of Social Sciences and Area Studies

Educational Programme: Sociology (Bachelor)

Year of Graduation: 2016

Internet commerce - a dynamically developing sphere that needs to be studied. The purpose of this work is to identify the main differences in confidence and motivation to online shopping between students of both sexes in St. Petersburg. I conducted a survey, which was filled out by 388 participants. According to the survey the main motives for online purchases are saving money, the desire to get something inaccessible and desire to make the process of shopping more convenient . The main factor, which forms the trust in internet store is a positive feedback from friends and family. Reviews of the internet store on the Internet and the successful experience of cooperation with the seller in the past are also very important factors. Afterwards I was able to highlight the gender differences in the online and offline shopping. Men are more expected to have a higher level of innovationness. Men often purchase goods online because of its rationality, they do not want to pay higher price for the same good in traditional stores. Design and ease of use of the website are also more important for man. Women cannot rely on electronic payment systems as man do. Women worry a lot more about shipping then men when purchasing goods online. At the same time, women are more likely to have hedonic motivation while shopping offline.

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