To help reconcile this debate and provide convincing
empirical evidence in the context of this research, we model
the effect of the consumers’ perceptions of their offline and
online gendered behaviour on online hedonic motivation
and online purchase intentions. In the context of this study,
we suggest that the variation may be constructed by the environment
in which the consumer exists, that is, gender offline
or online. Therefore, our research question is the following:sex type in different environments on the end of a 7-point
Male/Female scale