The Impact of Gender Differences in Retail E-Commerce

Carolyn Ward, Hyunjoo Oh, Chorong Youn

Warrington College of Business, University of Florida

1. Introduction
Retail e-commerce is an emerging industry that has seen exponential growth recently. The e-
commerce industry has utilized the Internet to create new channels for consumers to shop and interact with
businesses through. Although brick-and-mortar still claims the majority percentage of retail sales, e-
commerce sales are projected to see steady increases. The Census Bureau of the Department of Commerce
estimated e-commerce sales for 2016 to be $394.9 billion, increasing approximately 15.1% from 2015.
Meanwhile, retail trade sales have seen a 5.9% increase from 2016, and non-store retailers have seen a 13%
increase. E-commerce is an industry unlike any other in that it removes the direct interaction between
consumers and businesses. Instead of consumers physically interacting with store associates, both consumer
and business are hidden behind technologies. This introduces obvious challenges for retailers in
determining consumer preferences and analyzing behavioral tendencies in the online realm. Despite these
challenges, many retailers have developed supplemental websites for their original brick-and-mortar stores
in order to keep up with consumer demand and competition.
Since e-commerce is such a blended industry with no specific consumer demographic, it is harder
for businesses to segment customers and determine which strategies are appropriate to optimize sales and
traffic. Additionally, consumers are faced with hundreds of options of products and services, endless
information and many retailers to choose from when shopping online. The online consumer encompasses
a wide range of characteristics and psychological traits, thus, businesses rely on research and testing to
determine what consumers truly want from their websites. Gender is an important variable in e-commerce
research as studies have shown that males and females have different online shopping behaviors. Retailers
need to understand what attributes each gender prefers and understand from the consumer’s mindset why
he or she may be browsing a website. For example, some research has shown that females are more likely
to browse retailers’ websites for social engagement and the collection of information, while males are more
likely to browse with the intent of making a purchase. Since there currently is sparse research on how gender
differences affect an online consumers’ shopping decisions, it is crucial to determine how males and
females respond to different website characteristics in order for a retailer to create an effective website. In
this study, we hope to determine trends between preferences, perceptions and behaviors that can be
extended to other instances within the realm of e-commerce.
Retailer websites are complex environments, with layers of attributes affecting consumer
perceptions and behaviors. Unlike brick-and-mortar stores, these websites remove physical interactivity,
creating an environment in which consumers largely draw conclusions from visual stimuli. Instead, visual
cues from a screen must create cognitive and affective engagement with online shoppers. Thus, website
aesthetics play an important role in e-commerce. Websites need to provide customers with information they
seek in a manner that is accessible and interesting to them, while also providing them with pleasing designs
and a satisfying experience while they browse. Website aesthetic factors directly affect cognitive and
affective perceptions, which in turn influence consumer behaviors. In this study, we selectively chose
navigation, simplicity and design as our website aesthetic factors and will look at their influence on ease of
understanding, arousal, pleasure and approach.
2. Literature Review

2.1 Omni-channel Retailing

Omni-channel retailing is transforming traditional retail strategies by integrating physical and
digital channels, creating a web of touch points in which customers can interact with businesses and vice
versa (Raymond 2016, Herhausen et. al. 2015). The line between physical, online and mobile retailing has
become blurred, creating a holistic customer experience. Shoppers can move fluently through channels and
interact with companies through various platforms during the buying process (Verhoef et. al. 2015). A
shopper may choose to search an e-commerce website while browsing a brick-and-mortar store, or
showroom a physical store only to return home and purchase an item online. The shift to omni-
channel retailing has disintegrated geographical barriers, evolving business-to-consumer interactions and
shifting consumer preferences and expectations.
Several researchers approach omni-channel retailing with optimism, positing that cross-channel
integration can create a sense of coherency between channels, decreasing overall confusion and improving
convenience for consumers, thus increasing customer value propositions (Herhausen et. al. 2015; Gulati et.
al. 2000; Gallino et. al. 2014). However, many researchers also foresee serious pitfalls in omni-channel
retailing. The presence of several channels can dilute a company’s success, especially when channel
synergy is not achieved. If a company’s channels are not consistent, they can damage a company’s
reputation and consumer base. In addition, cannibalization may occur when one channel is much stronger
than another (Herhausen et. al. 2015). Thus, omni-channel retailing has posed several new challenges.
Specifically, some retailers are experiencing difficulty analyzing consumers’ shopping behaviors and
maintaining consistent engagement across all channels. Despite these challenges, omni-channel adaptation
is an excellent tool retailers to increase customer loyalty, retention and traffic.

2.1.1 Omni-channel Engagement

A crucial factor to consider in omni-channel retailing is engagement, as a company’s opportunities
to interact with consumers increases with the number of channels available to the consumer. A company
with brick-and-mortar stores, an online website and a mobile app has more platforms to interact with
consumers through and thus more opportunities to strengthen its relationship with consumers. Omni-
channel retailing is a strong tool for increasing customer engagement and improving relationships when
executed properly (Raymond 2016).
Engagement is a state of emotional investment in a company, product or service that stems from
relationships and experiences. When consumers are engaged with retailers, they often show higher levels
of satisfaction and overall loyalty. Engagement may occur when a consumer’s needs or expectations are
met, or may occur when a company has successfully encouraged a consumer to interact with them or
participate in a related experience (Raymond 2016). Although engagement may seem to hold a broad
definition, researchers have segmented engagement into factors of perceived usability, attention,
endurability, novelty, aesthetics, and perceived involvement (Raymond 2016; O’Brien & Toms, 2010).
Oftentimes, engagement begins with the consumers’ needs. Consumers identify a need and
progress through the consumer decision making process, as conceptualized by John Dewey (1910). In this
five-stage process, consumers begin with an identified need, collect information, consider alternatives,
make a purchase decision and then evaluate. Through this process, consumers interact with companies at
multiple stages, which provides many opportunities for engagement to occur.
Also, predisposed attitudes play a role in consumer expectations and can demonstrate a relationship
in which a consumer will use a website or not (Raymond 2016). When comparing online to physical
channels, environments are different, offering consumers different experiences. In-store shopping allows
customers to engage with products and sales people, while online shopping lacks physical interactivity. In
an online setting, consumers react to a virtual environment and assess their experience based on
navigational cues and visual content. Fazio and Zanna (1978) posit that although physical store
environments have a greater impact on attitude, the visual content and structure of a web page can elicit
certain reactions to different demographic groups and can create a high level of satisfaction (Raymond
2016). Combining needs with environments, we can further analyze the factors influencing engagement.
In this study, we will focus largely on engagements caused by web aesthetic factors.

2.2 Web Aesthetic Factors and Resulting Engagements

Aesthetics play a large role in the retail e-commerce environment as the online space lacks many
of the social, visual and physical cues available to consumers in typical brick-and-mortar stores. Instead,
consumers draw conclusions largely from visual and atmospheric stimuli from a website’s aesthetic
components. E-commerce aesthetics encompass a continuum of attributes from content and design
complexity to font and color. Aesthetics can represent how elements work together to create a perception
of beauty in the eye of the beholder (Wang et al., 2012), however website aesthetics is a fairly vague term.
Researchers are largely interested in consumer responses to combinations of various visual
elements in the e-commerce context. Online retailers want to create websites that provide customers with
an appropriate experience and create engagement that keeps them returning, making aesthetics an important
factor in website curation. Research shows that aesthetics can be divided into two relatively distinct
categories. Many studies suggest that aesthetics incorporate a structured, orderly and content-focused side
as well as a visually-appealing and engaging side. Since structure and functionality encompass one
dimension of aesthetics, we can deduce that website aesthetic factors affect website usability and consumer
perceptions of ease of use. Aesthetic theories include classical vs. expressive aesthetics, objective vs.
subjective aesthetics, and aesthetic formality vs. aesthetic appeal. These bi-dimensional website aesthetics
have the ability to appeal to the utilitarian and hedonic preferences of online shoppers, drawing them into
a retailer’s website and creating lasting engagements that create favorable consumer behaviors.
Similarly, Kaplan’s Preference Theory, Gestalt Theory and Berlyne Theory complement each
other, suggesting further support the existence of bi-dimensional aesthetic classifications despite the fact
that Kaplan and Berlyne’s theories are more focused on hedonic engagement. Extending Wang et al.
(2012)’s research, we posit that both classifications of aesthetics have the potential to engage online
consumers by appealing to different aspects of utilitarian and hedonic preferences. Applying Kaplan,
Gestalt and Berlyne Theory, we can hypothesize which website aesthetic characteristics may appeal to
different cognitive and affective consumer needs. Accounting for gender differences in behavior and
preferences as well, we can use these characteristics to predict which aesthetic factors may yield more
positive customer engagement levels when interacting with a retailer’s website. Table 1 below provides a
list of characteristics for each theory’s classification of aesthetics, providing us a basis for further
examination of aesthetics in this literature review. In this study, we focus on navigation, simplicity and
design attributes as our website aesthetic factors.

Table 1. Comparison of Kaplan, Gestalt, Berlyne

Kaplan’s Preference Gestalt Berlyne

Utilitarian Understanding Navigation

Comprehension Simplicity -
Sense-making Perceptions of ease

Hedonic Exploration Experience

Mystery Novelty
Context - Complexity
Complexity Surprise

2.2.1 Utilitarian vs. Hedonic Needs

E-commerce aesthetics have the potential to satisfy shoppers’ hedonic and utilitarian needs. A web
page has utilitarian value when functional benefits are offered, allowing shoppers to make considerations
and purchase decisions (Hoffman and Novak, 1996; Overby and Lee, 2006). Utilitarian needs are task-
relevant, basic consumer expectations and encompass the cognitive aspects of value creation. Arguably, the
satisfaction of utilitarian needs would drive cognitive engagement. Alternatively, hedonic needs include the
need for experiences and entertainment. Hedonic values encompass affective aspects of value creation as
they are more experiential and involve emotions. Unlike utilitarian values, hedonic values are more
subjective as preferences and perceptions change how a consumer interprets a web page, however they have
the potential to drive affective engagement and create an emotional connection between consumer and
retailer. In the context of this study, we could deduce that utilitarian needs would be satisfied by order,
relevant context, ease of use, coherence and functionality. Meanwhile, hedonic needs would be met through
aesthetic appeal, mystery and emotional stimulation.

2.2.2 Bi-dimensional Classification of Aesthetics

Table 2. Bi-dimensional Aesthetic Theories

Lavie & Tractinsky Osborne; Hume & Kant Schenkman & Jonsson
Classical Aesthetics Objective Aesthetics Aesthetic Formality
Expressive Aesthetics Subjective Aesthetics Aesthetic Appeal
Website aesthetics are multifaceted, encompassing a wide array of variables and characteristics,
however similarities can be seen between many of these attributes. Several researchers have posited bi-
dimensional classifications of aesthetics, suggesting a category of aesthetics relating to content and
structure and another category relating to experience, paralleling utilitarian and hedonic principles. Table 2
categorizes these bi-dimensional theories in the context of utilitarian and hedonic attributes.
Lavie and Tractinsky (2004) classify visual aesthetics as either classical and expressive. Classical
dimensions encompass principles of order and clarity, focusing on functionality as the main factor of
aesthetics. Conversely, expressive dimensions pertain to creativity and uniqueness, focusing on the
pleasantness of appearances. The notion of dividing aesthetics into classical and expressive categories
parallels the classification of utilitarian and hedonic needs. Since utilitarian needs are functional and task-
oriented, we can deduce that they would be met by classical aesthetics. Likewise, hedonic needs would be
satisfied by expressive aesthetics.
Similarly, aesthetics may also be observed as objective or subjective. The objective perspective
suggests that an item’s functionality and properties are fundamental requirements for “beauty”, placing an
emphasis on order, proportion and symmetry (Lavie and Tractinsky, 2004; Osborne 1968). Conversely, the
subjective approach suggests beauty as a result of experienced pleasure and cognitive harmony, stimulation
and sustenance. Hume and Kant suggest that aesthetic beauty lies within the context of the subject rather
than the object itself (Kulenkampff, 1990). That being said, the objective classification supports the
classical perspective of order and function, while the subjective classification can be related to the
expressive approach.
Schenkman and Jonsson (2000) suggest the existence of aesthetic appeal and aesthetic formality in
the context of an e-commerce environment, paralleling both classical vs. expressive and objective vs.
subjective aesthetics. Similar to classical aesthetics, aesthetic formality encompasses order, clarity and
simplicity. These dimensions align with objective classifications of website aesthetics that appeal to
utilitarian desires. Furthermore, aesthetic appeal aligns with Lavie and Tractinsky’s expressive aesthetics,
focusing on a website’s “intrigue” and ability to captivate consumers. Like expressive aesthetics, creative
design elements create the desire and engagement in website users. Thus, aesthetic appeal caters to hedonic
needs, as it focuses more on elements of design and attraction.

2.3 Kaplan’s Preference Theory

Kaplan’s Preference Theory initially sought to explain the role of content in preference but later
determined more factors played a role. Extending this theory, further research suggests that mystery and
coherence are other fundamental variables that affect a consumer’s preference. Content provides shoppers
with the information that they are seeking when they visit a webpage. In addition to content, mystery and
coherence variables extend preference beyond the information directly provided on a page. Kaplan
describes mystery as an instance when new information is not directly available but can be inferred from
context clues. Alternatively, coherence relates to the ease with which situational information can be
organized and comprehended.
Like other bi-dimensional classifications of aesthetics, Kaplan suggests two categories in which
these predictors can be placed: “understanding” and “exploration”. The understanding category refers to
comprehension and sense-making, while the exploration category refers to information that is already
present and attraction towards discovering additional information. Given these definitions, coherence is
classified within the understanding category, while mystery and context are categorized as exploration
variables (Kaplan 1987).
Kaplan’s Theory of Preference (1982) also posits that people perceive environments based on the
fundamental needs to process environmental cues and explore them, discussing differences between
immediate and inferred attributes (Demangeot and Broderick 2010). The immediate attributes are defined
in terms of coherence and understanding and appeal to cognitive preferences. On the other hand, inferred
attributes encompass complexity and mystery and appeal to affective preferences.

2.5 Gestalt Theory

Gestalt principles theorize that consumers evaluate an environment holistically to form
impressions, rather than evaluating individual components separately. In an online environment, consumers
only have visual and navigational cues to draw conclusions from instead of the intrapersonal and physical
cues typically found in brick-and-mortar environments. Demangeot and Broderick (2010) categorize the
cues and website perception as either two-dimensional or three-dimensional, analogous with the distinction
of utilitarian and hedonic attributes. Two-dimensional elements relate to structural cues, design and website
appearance, appealing to the utilitarian preferences of consumers, while three-dimensional elements appeal
to hedonic preferences.
Research in offline shopping situations supports Gestalt’s theory and can be extended to the e-
commerce realm. Turley and Milliman (2000) posit that consumers process environments on a “macro-
level”. Consumers subconsciously process entire atmospheres at once, rather than focusing on few smaller
attributes at a time. Since retail websites rely heavily on content and visual cues, it can be more difficult to
separate website attributes to determine their effect on consumers. That being said, Turley and Milliman’s
approach parallels Gestalt’s theory, and should intuitively apply to e-commerce as well as brick-and-mortar
environments (Broderick and Demangeot, 2010).
The Gestalt Theory can easily be applied to two-dimensional, utilitarian factors including the
variables we cover in this study: navigation, simplicity and ease of understanding. Easy website navigation
and simplistic design may lead to ease of understanding, and Gestalt theorizes that perceptions of ease may
assist users in decision-making. In simpler terms, Gestalt Theory focuses more on utilitarian engagement,
suggesting the easier a webpage is to comprehend, the more attractive it is to consumers. Extending this
theory, we can suggest that perceptions of the holistic e-commerce environment influence whether a user
will approach or favor a website.

2.6 Berlyne Theory

Berlyne’s Theory focuses on the experiential aspect of element of aesthetics. Humans have a
natural curiosity and drive for exploration. In the context of e-commerce, Berlyne analyzes how to motivate
users to further explore a website and how to generate interest as a retailer. The theory posits that elements
of novelty, complexity and surprise elements draw in consumers and engage them, and complexity can lead
to preference. Since e-commerce consumers experience their environments differently than brick-and-
mortar consumers, visual elements are heavily relied on to create that sense of “mystery”.
Although Berlyne suggests a positive correlation between complexity and preference, the
relationship may take an inverted “U” shape (Day, 1976; Vitz, 1966). This suggests that complexity
increases preference up to a certain point, and then after such point, preference decreases. In the e-
commerce setting, complexity of a web page creates interest and curiosity in users, but if a web page is too
complex, a user experiences dissatisfaction.
 Berlyne’s Theory complements both Kaplan’s Preference Theory and Gestalt Theory. In Kaplan’s
theory, people have basic needs to process and explore environmental cues, and in Gestalt’s theory, people
process their environments holistically. Relating both theories to Berlyne’s theory, human curiosity meets
consumers needs to explore a retailer’s website, yet while doing so, they process the website as a complete
unit rather than as specific elements. A website with moderately complex elements will be viewed as a sum
of its parts and has the potential to engage consumers and create approach behaviors.

2.7 Cognitive and Affective Engagement caused by Perceived Web Aesthetics

Research suggests that perceived website aesthetics affect both cognitive and affective responses
in online consumers. Arguably, website aesthetics are a bi-dimensional concept appealing to utilitarian,
cognitive perceptions as well as hedonic, affective perceptions. A retailer’s website is comprised of content
and functions, as well as design attributes such as color of website and font type. Although differing
concepts, both functionality and design combine together to create the overall aesthetic of a website.
Extending the bi-dimensional classifications of aesthetics, we hypothesize that cognitive and
affective engagements results when consumer expectations are met by aesthetic stimuli. Positive affect,
such as emotion and pleasure, are attained when a goal is met by a website’s visual stimuli or when the
visual stimuli is highly interesting to the online shopper (Wang et. al, 2012). Thus, affective engagement
can be influenced by the appeal of hedonic aesthetics. Meanwhile, the ability of utilitarian aesthetics to
meet shoppers’ needs and expectations can create cognitive engagement and satisfaction. That being said,
bi-dimensional website aesthetics appeal to both emotional and practical intrinsic human preferences and
should have the ability to create cognitive and affective engagement in consumers.
3. Research Framework and Hypothesis

3.1 Technology Acceptance Model

The technology acceptance model offers an explanation of the relationship between the perceived
usefulness and perceived ease of use fundamentals through a technological perspective. Davis (1989)
defines perceived usefulness in terms of a user believing in the existence of a positive use-
performance relationship. Perceived usefulness can be separated into three clusters: job effectiveness,
productivity and pertinence to one’s job or goals. In contrast, perceived ease of use is defined by the degree
to which they believe using a system would be effortless. Perceived ease of use can also be split into three
clusters: physical effort, mental effort and preconceived perceptions of how easy it is to use a system
(Davis., 1989). TAM suggests that attitudes towards technology and acceptance, as well as intention, can
be predicted by these two fundamentals: perceived usefulness and perceived ease.
Many researchers use the TAM to understand e-commerce consumer behavior. The TAM has been
justified as a robust model, applicable in various contexts besides e-commerce, although the effect of
perceived ease of use has yielded inconsistent results (Ha and Stoel, 2009). Other research has suggested
that usefulness, enjoyment, trust and performance may have a more significant effect on a user’s attitude
towards technology. The original TAM included only utilitarian perceptions, however the extended TAM
includes affective perception as well. We found research that examined various website factors affecting
consumers’ cognitive and affective perceptions. In these studies, perceived usefulness and perceived ease
of use appealed to cognition while perceived entertainment appealed to affective perception (Chen and
Wells, 1999; Song and Zinkhan, 2003; Hausman & Siekpe, 2009).
For this study, we have applied the extended TAM construct to analyze how factors of perceived
usefulness and perceived ease of use affect the user’s attitudes and behaviors towards e-commerce. We
have extended ease of understanding as our cognitive consumer engagement factor and extended arousal
and pleasure as the subsequent affective consumer engagement factor, reflecting Wang et al. (2012)’s
model. We will analyze navigation, simplicity and design as perceived usefulness factors, and test the
interactions between ease of understanding and emotional responses.
3.1.1 Website Aesthetic Factors
In this study, we chose to focus on navigation, simplicity and design as our main website aesthetic
factors. The definition of aesthetics, as discussed previously, is widespread and encompasses a wide variety
of characteristics. Encompassing Kaplan, Gestalt, and Berlyne theories as well as other bi-dimensional
classifications of aesthetics, we were able to see a pattern in classifications of aesthetic website attributes.
We found that aesthetics largely took on a functional role, an exploratory three-dimensional role, or a visual
role. Functional aesthetics encompassed content, complexity, and comprehension. Meanwhile, visual
aesthetics focused on appealing design, mystery and interest. Kaplan and Kaplan (1982) discuss three-
dimensional aesthetic attributes as those allowing for movement throughout the website, providing for
deeper exploration and experience (Broderick and Demangeot, 2010). Thus we selected simplicity as an
aesthetic factor appealing to functionality, navigation appealing to exploration, and design appealing to
visual aesthetics.

3.1.2 Ease of Understanding

Broderick and Demangeot (2010) suggest ease of understanding as an important factor shaping e-
commerce consumer perceptions. In the e-commerce context, consumers rely on visual and contextual cues
to draw conclusions, therefore it intuitively makes sense that ease of understanding would yield higher
levels of comprehension and thus position consumers to make educated purchase decisions. Ease of
understanding is broadly defined, encompassing factors such ease of use, navigation and organization.
Consumers need to understand their environments in order to gather information and draw
conclusions, however we need to consider variables that facilitate such comprehension. Ease of
understanding is defined as a cognitive mediator in this study as cognitive variables facilitate remembering,
thinking and analyzing. In the context of the TAM, navigation, simplicity and design variables are
categorized under perceived usefulness, facilitating relevance and productivity. Thus, we are analyzing the
relationship between navigation, simplicity, and design and ease of understanding. The following
hypotheses suggest a positive relationship between each perceived usefulness factor and ease of
understanding:

Hypothesis 1a. Navigation has a positive influence on ease of understanding.

Hypothesis 1b. Simplicity has a positive influence on ease of understanding.
Hypothesis 1c. Design has a positive influence on ease of understanding.

3.1.3 Arousal
Arousal is an affective response, resulting in emotional connection. In the e-commerce context,
several website attributes may lead to customer arousal, especially with gender as a moderating factor. Like
stimulation and engagement, arousal levels may differ between males and females and see stronger
influences from different aesthetic attributes of perceived usefulness. Since males show more consistent
attitudes towards a retail website and prefer functionality, our navigation and simplicity variables may have
a more positive influence on arousal (Van Slyke et. al., 2002). On the other hand, females value expressive
aesthetics, such as creativity and uniqueness, and rely more on emotions when shopping online. Research
indicates that females shop online more so for hedonic reasons and seek stimulation and engagement
(Rodgers and Frisby, 1999). Extending these findings, we deduce that females may be bored or dissatisfied
with a website that is too simple, therefore simplicity would have a negative impact on arousal. Likewise,
design may have a greater influence on arousal for females (Rodgers and Harris, 2003).

Hypothesis 2a. Navigation has a positive influence on arousal.

Hypothesis 2b. Simplicity has a negative influence on arousal.
Hypothesis 2c. Design has a positive influence on arousal.
3.1.4 Pleasure
Like arousal, pleasure is also an affective response. Pleasure can be defined as feelings of
satisfaction and comfort and may occur when consumer emotional needs and expectations are met. Since
navigation and design together facilitate perceived usefulness (Davis 1989), we deduce that if a consumer
views a retailer’s website as “useful”, their needs may likely be met regardless of gender. Thus, we believe
there may be a positive relationship between navigation, design and pleasure. However, we hypothesize
that simplicity has a negative influence on pleasure. Berlyne Theory suggests a positive correlation between
complexity and preference to an extent. Research indicates that if a website is too simple, it will yield a low
level of satisfaction. However, if it is too complex, it will also yield a low level of satisfaction (Day,
1976; Vitz, 1966). Since satisfaction is a large component of pleasure, we deduce that complexity positively
influences pleasure and likewise, simplicity negative influences pleasure.

Hypothesis 3a. Navigation has a positive influence on pleasure.

Hypothesis 3b. Simplicity has a negative influence on pleasure.
Hypothesis 3c. Design has a positive influence on pleasure.

3.1.5 Approach
E-commerce consumer approach tendencies may take many shapes and forms. Approach in general
is a positive consumer reaction, indicating a consumer’s decision to stay on a retailer’s website and continue
exploring it (Donovan et. al. 1994). A consumer that approaches thus may be more likely to revisit, make
a purchase, or display other positive behavioral intentions. Since females are more emotionally-driven and
drawn to complexity and details, females be more likely to display approach tendencies when arousal and
pleasure are high, while males may be more likely to approach when ease of understanding is high (Meyers-
Levy and Maheswaran, 1991). In this model, we are analyzing cognitive and affective mediators and their
relationship with approach tendencies. We hypothesize that if positive cognitive and affective mediators
are present in a consumer’s perceptions and comprehensions, regardless of gender, a consumer will have a
positive approach response.

Hypothesis 4a. Ease of understanding has a positive influence on approach.

Hypothesis 4b. Arousal has a positive influence on approach.
Hypothesis 4c. Pleasure has a positive influence on approach.

3.2. Gender Differences

The increasing prevalence of e-commerce today has indicated gender to be a moderating factor in
consumer preferences and behaviors. Although the main consumers in brick-and-mortar environments are
typically females, the same patterns do not necessarily hold true for the online environment. Evidence
concludes that males and females have distinctions in how they perceive web environments and shop online,
although there is an apparent lack in research of this subject. A study conducted by Van Slyke et. al. (2002)
suggests that gender differences in perceptions of technology play a role in shaping perceptions of online
shopping, specifically perceptions of usefulness and ease of information. Van Slyke’s research supports the
TAM model, positing varying relationships between perceptions and technological acceptance for males
and females.
Since women are the main brick-and-mortar consumers, researchers have questioned if women
prefer brick-and-mortar shopping over online shopping. Existing research has shown that men are more
likely to shop online, spend more money on online purchases and search for related product information
online (Cyr & Bonnani, 2005; Rodgers & Harris, 2003; Tracy, 1998). Studies have indicated that males
have more positive and consistent attitudes towards online shopping and place a higher value on innovation
and functionality (Van Slyke et. al., 2002). On the other hand, women enjoy shopping for social reasons.
They are rational shoppers and may find difficulty assessing quality and other product factors online. Thus,
researchers have posited that women have inconsistent attitudes towards e-commerce and are more likely
to use retail websites to browse rather than to make purchases (Hasan, 2010; Rodgers and Cannon, 2000;
Wells and Chen, 1999). Rodgers and Harris attribute these behavioral differences to gender and
environmental perceptions, specifically perceptions of emotion, trust and practicality.
Attitude and perception play a significant role in shaping consumers’ online shopping preferences
and behaviors. Fishbein and Ajzen (1975) define attitude as having cognitive, affective and behavioral
components. A consumer’s previous knowledge makes up the cognitive component of their overall attitude,
preferences make up the affect component, and actions and intentions make up the behavioral component.
Together, attitudes affect how a consumer interacts with and responds to a retailer’s website. Accounting
for gender differences, males and females tend to have distinct personality characteristics, preferences and
values, therefore we believe these differing attitudes affect a consumer’s online shopping experience. In
this study, we are exploring the gender differences in website aesthetic factors (navigation, simplicity and
design), cognitive and affective mediators (ease of understanding, arousal and pleasure), and behavioral
approach tendencies.

3.2.1 Gender Differences in Website Aesthetic Factor Perceptions

We have classified navigation, simplicity and design as website aesthetic factors, encompassing
the theories of bi-dimensional classification of aesthetics and TAM’s perceived usefulness. Navigation and
simplicity relate to classical aesthetics, focusing on functional website aspects, while design relates to
expressive aesthetics. Each factor impacts how consumers perceive a retailer’s website.
Research indicates that males and females place a higher value on different website attributes. Men
are more likely to browse a retailer’s website for utilitarian purposes while women are more likely browse
for non-shopping purposes (Rodgers and Harris, 2003; Rodgers and Sheldon, 1999). Extending this logic,
it would make sense that men would value functional attributes and website content more than women. A
study conducted by Rodgers and Frisby (1999) explores the relationship between gender and
website aesthetic attributes by manipulating graphics and colors. Results showed that females reacted more
strongly to expressive aesthetics and design attributes than men. Females were dissatisfied with online
shopping when the websites were “gender-oriented” and responded negatively to soft colors. Based
on these results and gender-specific online shopping behaviors, we can hypothesize that males value
navigation and simplicity more than design and females react more positively to complex websites with
aesthetically pleasing designs when the website attributes are not perceived as patronizing.

3.2.2 Gender Differences in Cognitive and Affective Engagement

In this study, we classify ease of understanding as a cognitive mediator. Similarly, arousal and
pleasure are affective mediators, incorporating the consumer’s emotional connection to a particular e-
commerce website. Research suggests a correlation between positive emotions and heightened perceptions,
therefore a website that creates an emotional connection with a consumer should contribute to approach
behaviors (Rodgers and Harris, 2003; Thorson and Friestad, 1989). Different attributes of retailers’
websites create varying emotional responses in consumers such as arousal and pleasure, indicating that
emotion guides the consumer’s behavioral reactions (Rodgers and Harris, 2003; Donthu and Garcia,
1999).
Previous research attempts to describe the differences between gender preferences and how
different genders process emotions and information. A study conducted on male and female responses to
advertising stimuli can be extended to the gender differences in response to e-commerce
environments. Meyers-Levy (1991) posits that males rely on right-hemisphere processing while females
rely on left-hemisphere processing. In simpler terms, males rely more on big-picture, categorical concepts
and seek environments that are easier to understand, while females focus on details and complexity for
stimulation (Meyers-Levy and Maheswaran, 1991). Based on these findings, we may hypothesize that ease
of understanding would have a more positive effect on males than females. We may also deduce that
females experience more arousal and pleasure from websites with complex features and more detailed
designs, while males will experience more arousal and pleasure from simplified and straight-to-the-point
websites.
3.2.3 Gender Differences in Behavioral Approach Tendencies
Although website aesthetic, cognitive and affective variable preferences differ between males and
females, research shows that behavioral approach and purchase decisions are a byproduct of the consumer’s
perceptions (Rogers and Harris, 2003). Gender differences may predispose consumers to be more or less
likely to approach a website.
Fishbein and Ajzen’s (1975) Theory of Reasoned Action can be extended in the context of gender
differences. The Theory of Reasoned Action suggests that a consumer’s attitudes shape their intentions,
thus shaping their consequential behaviors. In the context of gender and e-commerce, perceptual and
preferential differences may indicate different behavioral responses, such as approach and avoidance.
Tracy (1998) posits that males are more focused on transactional aspects of websites. Similar claims
have been made that males shop online to satisfy utilitarian needs while females shop online to satisfy
hedonic needs (Rodgers and Harris 2003). Paralleling this claim, research has shown that men are more
influenced by their simplistic attitudes while women are more influenced by social aspects and creativity.
According to the Web Motivation Inventory (Rodgers and Sheldon, 1999), males also show more positive
attitudes towards e-commerce than females, suggesting that males may be more receptive to visiting a
website initially. Therefore, we can extend this theory to deduce that males are more likely to approach a
website if it is simple, coherent, easy to navigate, and easy to understand, and females may favor a website
if it allows for social connection and exploration.

3.3 Research Model

Table 3. Variable Definitions

Construct Definition
Navigation “Dealing with various interactive features of a site” (Mahfouz, 2004)
Simplicity “Users on the Web are able to get what they came for; lack of complexity” (Nielsen, 2005)

“Adopting a minimalistic approach to the design of the home page with eye-catching but
appropriate graphics and categories that draw the web surfer further into the site” (Rosen
and Purinton, 2004)
Design “The way by which the contents are presented to consumers; plays an important role in
attracting, sustaining and retaining the interest of a consumer at a site; highlights three
important issues: ease of navigation of the web site, time taken for navigation and page
download, and use of multimedia to improve its visual appeal” (Ranganathan and Ganapathy,
2002)
Ease of “Ability of a website’s design to facilitate navigation, orientation, information gathering, and
Understanding access to the desired parts of the website or the right products” (Broderick and Demangeot,
2010)
Arousal “Arousing stimuli demand more attention and cognitive resources” (Bargh and Cohen, 1978)

“Degree to which a person feels stimulated, active or alert” (Menon and Kahn, 2000)
Pleasure “Degree to which the person feels good, joyful, happy or satisfied in a situation” (Menon and
Kahn, 2000)
Approach “Greater willingness to linger or explore further” (Donovan et. al. 1994)
Figure 1. Theoretical Framework

4. Research Methodology

4.1 Procedure
An online survey was administered under the University of Florida Institutional Review Board via
Qualtrics to participants through the Warrington College of Business Marketing Behavioral Research
Lab. Participants signed up for the study online and were students enrolled in business courses at the
University of Florida. Students received an extra credit point that applied to one of two courses for
completing the study. Participants were seated at identical computer stations and completed the online
survey under identical conditions. Electronics were required to be turned off and placed out of sight. The
survey consisted of three phases based around the BeallsFlorida.com website.

4.2.1 Phase I
The first phase consists of the quality assessment survey, created using Qualtrics. The goal of this
survey was to assess aesthetic qualities of BeallsFlorida.com both individually and compared to
competitors, specifically JCPenney, Belk and Kohl's. A total of 120 responses were collected, with 111
contributing valid data. Of the 111 valid participants, 62 were female and 49 were male. Ages ranged from
17 to 60 years, with the mean being 26. Participants were asked questions about demographics, purchase
intention, revisit intention and aesthetic preference.
Phase I determined correlations between perceived product quality and purchase intention,
perceived product quality and design aesthetics, and perceived trustworthiness and purchase
intention. Specifically, navigation, perceived product quality, and perceived image quality directly affected
aesthetic appeal and indirectly affected revisit intention. This phase focused on addressing how purchase
and revisit intention affect conversion rates. Results from Phase I were used in developing Phase III.

4.2.2 Phase II
The second phase of this study consisted of tasks and exploration. The goal of phase II was to
identify influential website aesthetic elements in online shopping. A total of 13 participants, all of whom
were students at the University of Florida, provided 39 responses across 2 sessions. Only 33 responses were
valid. Gender distribution was majority female. Each participant was given three purchase tasks and three
corresponding restrictions to complete at BeallsFlorida.com. For example, a participant was instructed to
add a children’s item they liked to their cart, but the search function could not be used. Participants all
started their tasks from the BeallsFlorida.com homepage, and actions were recorded by computer software.
From the recordings, specific actions were counted to create ideal decision sets for each item. The purpose
of Phase II was to narrow the focus of Phase III through element optimization. Phase III focused
on three groups of elements on BeallsFlorida.com that received the highest scores in Phase II.

4.2.3 Phase III

Phase III, the basis of this thesis, was administered in the form of a 20-minute survey and focused
on element optimization. The total number of samples for this phase was 252 after removing outliers.
Participants were people associated with the University of Florida, and the finalized sample set consisted
of a breakdown of 122 males and 130 females. The average participant age was 20.87 years old. Content in
this phase was curated from Phase II results. Phase II identified problem areas on the BeallsFlorida.com
website, which provided the basis of Phase III’s manipulation for select survey questions. Color, graphic
design and brand selection changes were made to different BeallsFlorida.com department pages.
Participants were shown altered BeallsFlorida.com pages to test the degree to which website evaluation is
a subconscious process.
Questions were based off the BeallsFlorida.com website and assessed participants’ perceptions of
the website’s functionality, clarity, aesthetics and quality. The survey was developed to investigate how e-
commerce users perceive and evaluate website aesthetic quality. From the data collected, we were able to
gauge perceptual differences and analyze the responses between males and females.

4.3 Measures
The main measures of focus for this study are navigation, simplicity, design, ease of understanding,
arousal, pleasure and approach. To create values for each variable, questions were analyzed and combined
to create z-scores. Question data were combined based on similarities in topic, and certain question data
were reversed to reflect the appropriate variable. Using the z-scores, we were able to post-stratify our
sample into male and female samples to analyze the relationships between factors. Table 4 shows each
factor and the questions used to create values for each variable.
Table 4. Factor Components

Factor Question Type Question Components

Navigation 7-point Likert Scale Sorting items by brand was easy.
It was easy to tell which category I was
currently viewing.
I understand the labels of the product
categories.
I was comfortable using the side navigation to
trim product results.

Simplicity 7-point Likert Scale There was too much text on the screen.*
There were an awful lot of things on the page.*
The pages on the site were too crowded.*
Design 5-point Likert Scale How would you describe the layout of the home
page?

7-point Likert Scale The pictures in the center of the page were
appealing.
The colors used on the website were pleasing.
Ease of Understanding 7-point Likert Scale During navigation I felt confused.*
I felt lost on this site. *
Arousal Semantic Differential Scale How did this website make you feel?

Dull → Jittery

Unaroused → Aroused

Calm → Excited
Pleasure Semantic Differential Scale How did this website make you feel?

Annoyed → Pleased

Uncomfortable → Comfortable

Unsatisfied → Satisfied
Approach 7-point Likert Scale I would enjoy visiting this website.
I like to spend time browsing this website.
I want to avoid exploring or investigating this
website.*

Note: Asterisk indicates a question that has been reversed. A question with an asterisk included in the “Question
Components” column has been adjusted to reflect the reversal.
5. Results

5.1. Evaluation of Measurement Models

All constructs of the research model are reflective measurement models. To ensure the reliability
and validity of the measures, confirmatory factor model were tested. The results of confirmatory factor
analysis (CFA) are shown as Table 5. This CFA model satisfied the fit indices established by Hair et
al. (2010; χ2 = 269.98 (df = 168), p < .001, Normed χ2 = 1.61, CFI = .91; GFI = .96; RMSEA = .05). All items
in the model were significant (p < .001), and all factor loadings were greater than .60. Reliability estimates
associated with each latent were satisfactory (i.e., all Cronbach’s alphas were greater than .68). Convergent
validity were estimated by composite reliability (CR) and average variance extracted (AVE). All CRs were
greater than .74 and all AVEs were greater than .52, which meant that our model was reliable and
convergent validity were achieved (Nunally and Bernstein, 1994). Besides, all squared correlations between
factors were lower than AVEs of the individual factors, which confirmed that our model achieved
discriminant validity (Hair et al., 2010).

Table 5. CFA for Measurements Refinement

Factor
Construct
Loading AVE CR α
Items
Navigation Sorting items by brand was easy. .75

Easy to tell which category I was currently .68

viewing.
.74 .52 .81 .76
Understanding the labels of the product categories.
.70
Comfortable using the side navigation to trim
product results
Simplicity Too much text* .97

Awful lot of things* .78 .69 .87 .86

Too crowded* .71

Design Organized layout .75

Appealing pictures .79 .57 .78 .76

Pleasing colors .73

Easy of During navigation I felt confused.* .84
understanding .67 .80 .80
I felt lost on this site.* .80
Arousal Jittery .65

Aroused .68 .52 .74 .68

Excited .82
Pleasure Pleased .85

Comfortable .83 .68 .87 .86

Satisfied .79
Approach I would enjoy visiting this website. .94

I like to spend time browsing this website. .78 .73 .82 .89

I want to avoid exploring or investigating website.* .84

Note: Asterisk indicates a question that has been reversed.

5.2. Structural Model Analysis

In order to examine our hypothesis, we tested our research model using the structural equation
model. The model satisfied the fit indices (χ2 = 279.06 (df = 174), p < .001, Normed χ2 = 1.60, CFI = .96; GFI
= .90; RMSEA = .05). A closer look at path coefficients shows that the results support
hypothesis partially (Figure 1). We found that ease of understanding is formed influenced by website’s
navigation and design. Well-organized navigation such as side navigation tools and product
categories and well-designed colors, pictures, and layouts contributed for consumers to
easily understand website. Arousal and pleasure were negatively influenced by simplicity and positively
influenced by design. Crowded texts and pictures, well-designed colors, pictures, and
layouts increased both perceived arousal and perceived pleasure. However, dislike our expectation,
navigation didn’t significantly affect arousal and pleasure. Finally, we found that ease of understanding,
arousal and pleasure which engaged by website aesthetic factors had positive influences on approach.

Table 6. Coefficients in SEM

Path Start Path End β S.E. C.R. P

Navigation Ease of understanding 0.32 0.11 3.48 0.00***
Navigation Arousal 0.07 0.09 0.58 0.56
Navigation Pleasure 0.07 0.11 0.70 0.48
Simplicity Ease of understanding -0.01 0.08 -0.12 0.90
Simplicity Arousal -0.30 0.06 -2.40 0.02*
Simplicity Pleasure -0.20 0.08 -2.15 0.03*
Design Ease of understanding 0.59 0.15 4.72 0.00***
Design Arousal 0.44 0.12 2.49 0.01**
Design Pleasure 0.95 0.18 6.19 0.00***
Ease of understanding Approach 0.19 0.11 2.75 0.01**
Arousal Approach 0.12 0.13 2.47 0.01**
Pleasure Approach 0.71 0.12 9.43 0.00***

Note: Numbers with *** are significant at α = 0.01; ** are significant at α = 0.05; * are significant at α = 0.10.
Table 7. Hypothesis Test

Hypothesis Results
H1a. Navigation has a positive influence on ease of understanding. Supported
H1b. Simplicity has a positive influence on ease of understanding. Not supported
H1c. Design has a positive influence on ease of understanding. Supported
H2a. Navigation has a positive influence on arousal. Not supported
H2b. Simplicity has a negative influence on arousal. Supported
H2c. Design has a positive influence on arousal. Supported
H3a. Navigation has a positive influence on pleasure. Not supported
H3b. Simplicity has a negative influence on pleasure. Supported
H3c. Design has a positive influence on pleasure. Supported
H4a. Ease of understanding has a positive influence on approach. Supported
H4b. Arousal has a positive influence on approach. Supported
H4c. Pleasure has a positive influence on approach. Supported

5.3 Multigroup Analysis: Moderating Effects of Gender

Using the structural equation model, we conducted a multigroup analysis to analyze gender
differences within our theoretical framework model (Figure 1). The model satisfied the fit indices (χ2 =
472.21 (df = 348), p < .001, Normed χ2 = 1.36, CFI = .96; GFI = .90; RMSEA = .04). Figures 2 and 3 both
depict the significant paths between variables, showing the differences between the male and female
models.
Comparing both male and female models, it appears that navigation has a significant effect on ease
of understanding, although females hold a larger beta of 0.64. The largest difference between models is the
role of arousal. For males, neither navigation, simplicity or design share a significant relationship with
arousal. This indicates that males are more driven by comprehension and satisfaction in the e-commerce
context, and stimulation is not significant enough to shape male behavior. On the other hand, arousal plays
a large role in the female consumer’s perceptions and behaviors, showing that females are more
emotionally-driven. In Figure 3, both simplicity and design share a relationship with arousal for females.
Another interesting difference between the male and female model is the effect of design. For
males, design affected ease of understanding and pleasure with betas of 0.70 and 0.96 respectively, but not
arousal. This supports the notions that males tend to follow utilitarian preferences as design has the capacity
to make a webpage coherent and easy to comprehend. Thus, design may increase understanding while
subsequently increasing pleasure for males. Meanwhile for females, design affects arousal significantly
with a beta of 0.54 instead of ease of understanding. However, like males, design also affects pleasure.
These findings support the notion that females shop online for purposes other than making a purchase and
look for social, engaging and interesting websites. We can extend these findings to conclude that design
has a positive effect on our affective mediators.
Looking at the mediators’ relationships with approach, females tend to have a more emotional
response in online shopping. Males rely mainly on ease of understanding and pleasure when making a
decision while females place a larger emphasis on both arousal and pleasure. We can see the strength of the
relationships between paths above in Table 8 and Table 9.
Figure 2. Significant Pathways: Males

Figure 3. Significant Pathways: Females

Note: The numbers depicted in Figure 2 and Figure 3 represent ꞵ’s. The only ꞵ’s depicted are significant. Numbers
with *** are significant at α = 0.01; ** are significant at α = 0.05; * are significant at α = 0.10.
Table 8. Coefficients in SEM of Male

Path Start Path End β S.E. C.R. P

Navigation Ease of understanding 0.23 0.13 2.15 0.03**
Navigation Arousal 0.18 0.08 1.12 0.26
Navigation Pleasure 0.13 0.13 1.28 0.20
Simplicity Ease of understanding 0.02 0.10 0.16 0.87
Simplicity Arousal -0.12 0.06 -0.74 0.46
Simplicity Pleasure -0.21 0.11 -1.86 0.06*
Design Ease of understanding 0.70 0.17 4.80 0.00***
Design Arousal 0.27 0.10 1.28 0.20
Design Pleasure 0.99 0.20 6.11 0.00***
Ease of understanding Approach 0.29 0.17 2.52 0.01**
Arousal Approach 0.09 0.25 1.34 0.18
Pleasure Approach 0.61 0.16 5.23 0.00***

Note: Numbers with *** are significant at α = 0.01; ** are significant at α = 0.05; * are significant at α = 0.10.

Table 9. Coefficients in SEM of Female

Path Start Path End β S.E. C.R. P

Navigation Ease of understanding 0.64 0.20 3.61 0.00***
Navigation Arousal -0.03 0.17 -0.15 0.89
Navigation Pleasure 0.10 0.18 0.53 0.60
Simplicity Ease of understanding 0.08 0.11 0.62 0.53
Simplicity Arousal -0.37 0.10 -2.13 0.03**
Simplicity Pleasure -0.13 0.10 -0.94 0.35
Design Ease of understanding 0.18 0.24 0.84 0.40
Design Arousal 0.54 0.23 1.87 0.06*
Design Pleasure 0.77 0.25 3.02 0.00***
Ease of understanding Approach 0.16 0.14 1.92 0.06*
Arousal Approach 0.11 0.15 1.77 0.08*
Pleasure Approach 0.79 0.20 7.78 0.00***

Note: Numbers with *** are significant at α = 0.01; ** are significant at α = 0.05; * are significant at α = 0.10.
Table 10. Comparative Effects

Note: Asterisk indicates the larger comparative effect between males and females.

5.3.1 Effect Size

To further analyze our results from the survey, we combined beta values to determine effect sizes
on each variable. Path coefficients show differences between the male and female models, and analyzing
the effects shows us the strength of each path. Table 10 shows the comparative effects for both genders.
The effect analysis shows that website aesthetic factors have effects on ease of understanding and
pleasure for males and effects on ease of understanding, arousal and pleasure for females. We can see that
although navigation has a significant effect on both males and females, the effect strength is much larger
for females (0.64) indicating that navigation is a strong component for comprehension in females.
Extending this, we can deduce that if a female can easily maneuver a website, ease of understanding will
likely increase. We can also see that design plays a role in ease of understanding for males with an effect
strength of 0.70, but not for females. Thus, in order for males to easily understand a website, the website
should be maneuverable and also well-designed and coherent.
Looking at arousal, website aesthetic factors have no significant effect for males while simplicity
and design have significant effects of -0.37 and 0.54 respectively for females. Simplicity and arousal have
an indirect relationship therefore as simplicity increases, arousal decreases. On the other hand, design and
arousal have a direct relationship, and better web design increases arousal. Females need a moderate level
of complexity to stay interested and engaged with a website and aesthetic design can positively increase
arousal.
Website aesthetic effects on pleasure are apparent for both males and females. For males, simplicity
and design both have significant effects, however simplicity’s effect on pleasure (-0.21) indicates an
indirect relationship. Therefore, as a website becomes simpler, the less satisfaction male consumers have
in browsing. Meanwhile, design has a 0.96 strength effect on pleasure indicating that a male’s satisfaction
in using a website stems greatly from the overall design. Females only have a significant effect between
design and pleasure, measuring up to 0.77. The effect of design on pleasure is larger for males than
for females. This is interesting since design is strongly related to only ease of understanding and pleasure
for males, while design shares significant effects with the affective mediators, arousal and pleasure.
After analyzing each of the effects on mediators, we combined significant betas for paths to
approach. For males, simplicity (-0.1281), design (0.7886) and ease of understanding (0.29) pathways
showed stronger effects for males than for females. Likewise, navigation (0.1024), arousal (0.11) and
pleasure (0.79) pathways showed stronger effects for females than for males. Significant effects were
obtained for all variables for both males and females except for arousal for males, since no significant
relationship between arousal and other variables exist in the male model.
Table 11. Hypothesis Test

Hypothesis Results- Male Results- Female

H1a. Navigation has a positive influence on ease of Supported
Supported
understanding.
H1b. Simplicity has a positive influence on ease of Not supported
Not supported
understanding.
H1c. Design has a positive influence on ease of Supported
Not supported
understanding.
H2a. Navigation has a positive influence on arousal. Not supported Not supported
H2b. Simplicity has a negative influence on arousal. Not supported Supported
H2c. Design has a positive influence on arousal. Not supported Supported
H3a. Navigation has a positive influence on pleasure. Not supported Not supported
H3b. Simplicity has a negative influence on pleasure. Supported Not supported
H3c. Design has a positive influence on pleasure. Supported Supported
H4a. Ease of understanding has a positive influence on Supported
Supported
approach.
H4b. Arousal has a positive influence on approach. Not supported Supported
H4c. Pleasure has a positive influence on approach. Supported Supported

5.3.2 Hypothesis Test

Table 11 demonstrates our proposed hypotheses and whether or not we can reject the null
hypothesis at α=.10 or lower. For Hypothesis 1a, we have significant evidence to conclude that navigation
has an influence on ease of understanding for both males and females. Since the betas (ꞵm=0.23, ꞵf= 0.64)
are both positive for males and females, we can suggest that navigation has a positive influence on ease of
understanding. We can reject the null hypothesis for males at α=.01 and for females at α=.05. Next, we do
not have enough evidence to conclude that simplicity has an influence on ease of understanding for either
males or females, thus we do not reject the null hypothesis for Hypothesis 1b. However, Hypothesis
1c shows differentiation between males and females. At α=.01, we reject the null hypothesis for males and
deduce from ꞵm=0.70 that design has a positive influence on ease of understanding. For females, we cannot
reject the null hypothesis and do not have sufficient evidence to conclude a significant relationship.
For Hypothesis 2a, we do not reject the null hypothesis for both males and females. We cannot
deduce a relationship between navigation and arousal. Both Hypothesis 2b and Hypothesis 2c indicate
differences between male and female groups. We do not reject the null hypothesis for males for both
simplicity and design effects on arousal, however, we reject the null hypothesis for both simplicity and
design for females. For simplicity, we reject at α=.01 however, ꞵf=-0.37, proving our hypothesis wrong.
We hypothesized that simplicity has a positive influence on arousal, however our significant beta value
indicates that as simplicity increases, arousal decreases. For design, we reject the null at α=.10 with ꞵf=0.54,
indicating a positive relationship between design and arousal for females.
We reject the null hypothesis for Hypothesis 3a for both males and females as we do not have
enough evidence to conclude significant influence between navigation and pleasure. There is a significant
gender difference for Hypothesis 3b, as we reject the null hypothesis for males at α=.10 with a ꞵf=-0.21,
but we cannot reject for females. However, like with arousal and ease of understanding, we hypothesized
that simplicity would yield a positive influence. Instead, this beta suggests a negative influence and that
increased simplicity leads to decreased pleasure in males. For Hypothesis 3c, both males and females see
significant positive relationships (ꞵm=0.96, ꞵf= 0.77) at the α=.01 level.
There is another significant difference between male and female groups considering our approach
factor. Although we can reject the null for both male and female groups for Hypothesis 4a (α=.05 and
α=.10 respectively) and Hypothesis 4c (α=.01 for both), we see gender differences with Hypothesis
4b. For males, we do not have enough evidence to conclude that arousal has an influence on approach
behaviors, however for females, we have significant evidence. We can reject the null hypothesis at α=.10
for ꞵf=0.11 indicating a positive influence of arousal on approach. For both males and females, we also
have enough evidence to conclude positive influences of ease of understanding and pleasure on approach.

7. Discussion
Our findings help identify differences in affective, cognitive and behavioral responses between
males and females in the context of online shopping. The results of this study provide us with insight on
male and female online shopping tendencies and preferences, which can be extended beyond the scope of
BeallsFlorida.com. These findings support existing research regarding gender differences and e-commerce,
affecting a wide range of e-commerce topics including website design, aesthetics, perceived usefulness,
and emotional engagement.
The results of this study confirm that males tend to value cognitive aspects of web aesthetics more
while females value affective aspects. We were able to see that arousal was not an important factor for
males, whereas it was more influential for females. Furthermore, females were more driven by stimulation
and emotional connection. We discovered that website simplicity yielded lower levels of arousal,
supporting claims that females respond more positively to more complex objects and research from Meyers-
Levy and Maheswaran (1991). Females also appreciate mystery and interactivity, backing the notion that
females participate in e-commerce for more social reasons (Rodgers and Harris, 2003).
On the other hand, our results showed that the simpler a website, the less pleasure males feel, and
simplicity has no effect on arousal for males. Some research has suggested that males process online
environments categorically, which may suggest that they would respond better to simplistic web aesthetics.
However, our research shows that despite males’ simplistic attitudes, they respond negatively to
simple website aesthetics (Rodgers and Harris, 2003). Previous research has indicated that males are more
utilitarian-focused, drawn to online shopping, and likely to make online purchases. However, the
relationship between simplicity and pleasure indicates that perhaps males need some level of complexity to
enjoy shopping through an online website. The influence of simplicity for both male and female groups
support Berlyne’s theory that human curiosity is driven by an appropriate level of complexity in the
respective environment.
Navigation played a significant role in ease of understanding for both males and females, although
the effect was greater for females. Design also affected ease of understanding for males, yet did not play a
role in ease of understanding for females. The combined effect of navigation and design on ease of
understanding for males supports the Gestalt theory, suggesting males view the entire website holistically.
Both design and navigation lend to the overall website experience for them and together create the “big
picture” in which consumers interact with.
Conversely, design has more of an affective influence for females. Together, simplicity and design
yield emotional responses. Our results indicate that females focus more on aesthetic appeal factors
appealing to hedonic preferences, hence the stronger effect on affective mediators. Since females
experienced influence on ease of understanding, arousal and pleasure, each of these factors affected
approach behaviors. It appears that the effect of each factor “levelled” out compared to males, who just
experienced influences on approach from ease of understanding and pleasure. Males saw a higher effect
from ease of understanding than females supporting the notion that males value content and coherency. On
the other hand, females experienced a higher effect from pleasure, and arousal than males.
Our results support Kaplan’s preference theory, supporting the influence of understanding and
exploration in online shopping. Both male and female groups showed significant relationships with
navigation and ease of understanding with approach, indicating the innate human need for comprehension
(Kaplan 1987). In addition, both genders showed the necessity for exploration. Males and females each had
significant negative relationships involving simplicity. Thus, we can deduce that e-consumers need mystery
and complexity to keep them engaged while maintaining overall website design and content.
This study uncovers the factors affecting male and female perceptions and behaviors regarding
retailer’s websites and attempts to close gaps in literature on gender and e-commerce. Future implications
include applying these results to new e-commerce websites or using these findings to adjust current
omnichannel retailers’ websites. Further studies may be beneficial to determine more in-depth relationships
between influential web aesthetic factors and gender differences between different demographic markets.
The results of this study were from a convenience sample taken by University of Florida students. There is
potential for sampling bias, as an incentive was offered to increase the number of overall participants. Older
generations of e-consumers are underrepresented in this study as well. Thus, these results are not
representative of the entire e-commerce consumer market, which should be considered when applying our
research to other topics and situations.
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