This paper is structured as follows. To build our conceptual
model and hypotheses, we first discuss the importance of
shopping motivation in terms of hedonic consumption and
gendered behaviour. This review highlights the link betweenhedonic consumption, gendered behaviour and online shopping.
However, as is revealed, there are no clear conceptual
and/or empirical generalisations that help us conclude
whether gender (online and offline) matters in the relationship
between hedonic motivation online and purchase intentions
online. Therefore, this leads to our conceptual model
and hypotheses that focuses on measuring the relationship
between motivation and purchase intention: moderated by
offline or online gender. The methodology precedes our data
analysis which is a three-stage process: exploratory factor
analysis, CFA and SEM. The discussion of the hypothesised
results and the research implications concludes this paper.