The main limitations of our study relate to a lack qualitative
work to help explain our results. We suggest using a
grounded theory approach to further explore gender’s role
in shopping motivation and purchase decisions online.
Further, work should also clarify differences in online and
offline behaviour through a link to actual purchase behaviour.
It is also noted that in the measurement of purchase behaviour,
we asked the respondent to respond using a scale. Future work
may measure an actual time period