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.
We also suggest that technology plays an important role inthe relationship between gender and shopping motivation.First, the online environment is a hidden platform forhedonic experiences, allowing gender variation to play amore important role in that experience. In sum, online environmentsin some contexts may enhance particular motivationsand associated gender behaviours (Bardhi andArnould, 2005). For example, a male consumer who wantsto escape, be impulsive and fantasise about a particularproduct and/or process of purchase behaviour: maybe morefeminine online.
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