Our findings support the hypothesis that rejects the definition of gender in shopping in terms of social construction and biological determinism. Online as Kozinets et al. (2003, p 92) argues, online allows for ‘considerable room for individual manoeuvring across an extensive continuum of gender positions.’ Schau and Muniz (2003, p, 93) also concluded through their analysis of communities online that ‘our findings align with the recent theoretical moment in feminist studies, termed prosthetic feminism, where the definition of feminine is not biologically driven, nor a social construction, but rather an intentional manipulation of the body, like a prosthetic device. The women in our data wield their online gender performances, including commercial references, to the service of their own whims.’ We suggest why and interpret these findings from two perspectives: (1) misrepresentation and symbolic consumption; and (2) the impact of technology