The impact of age and gender on consumer behaviour towards online shopping in the fashion industry : an analysis of Maltese online buyers

Abstract

E-commerce is gradually changing the way consumers shop and buy goods and services, and as a result online transactions are rapidly increasing. Thus, it is vital for e-marketers to know who the online shoppers are by identifying the perceptions of consumers about online shopping and how their age and gender affect their online buying behaviour. The research is aimed at assessing the two dominant factors in influencing the consumers' online shopping behaviour in the fashion industry; age and gender. Thus, this study focuses on the relevance of these two particular demographic factors. The primary research was mainly carried out through questionnaires which were completed by a number of respondents representing two different age groups. The study reveals that the majority of the young female consumers seem to be more interested in shopping online for fashion items than the older age group and more than men. The results indicate that online consumers differ according to their pattern of internet use. An implication for this study is that results cannot be generalized to the whole population of other consumers.