We also suggest that technology plays an important role in
the relationship between gender and shopping motivation.
First, the online environment is a hidden platform for
hedonic experiences, allowing gender variation to play a
more important role in that experience. In sum, online environments
in some contexts may enhance particular motivations
and associated gender behaviours (Bardhi and
Arnould, 2005). For example, a male consumer who wants
to escape, be impulsive and fantasise about a particular
product and/or process of purchase behaviour: maybe more
feminine online.