Conversely, for females, offline shopping may well just
make them feel better (Kemp and Kopp, 2011) because they
perceive a higher level of risk in online shopping (Garbarino
and Strahilevitz, 2004; Bae and Lee, 2011) often associated
with social and experiential barriers (Dittmar et al., 2004).
Technology also may play a role in gender differences and
information search (Mitchell and Walsh, 2004). The body
of this research is therefore based on the underlying premise
that a consumer can exhibit different gendered characteristics
within technology environments. With the added discretionary
nature of these technology, environment’s consumers
are able to maintain their anonymity (and gender), exhibiting
their desired behaviours without any form of social constraints
or criticisms.