CONSUMER BUYING BEHAVIOR ONLINE DIFFERENCES BASED ON GENDER AT PRODUCTIVE AGE IN PURCHASING CONSUMER GOODS
Main Article Content
Abstract
Based on Maslow’s Hierarchy of Needs, humans have a series of needs that must be fulfilled, and the very first one is physiological needs. Therefore, humans make transactions from consumer to producer to fulfill these needs. The occurrence of the COVID-19 pandemic caused the growth of e-commerce to increase, but on the other side, offline stores were shut down gradually. The transformation from face-to-face transactions to screens has certainly led to changes in the way consumers make their purchasing decisions. The purpose of this study is to understand the difference between genders in their online buying behavior at productive age when purchasing consumer goods. This research uses consumer buying behavior online measurement in the form of a survey with five Likert scales with seven dimensions, which are: 1) need for recreation, (2) security concerns, (3) information search, (4) advertising and promotions, (5) convenience, (6) website attributes, and (7) social networking. This research found that males and females have similarities regarding their online consumer buying behavior. The biggest gap can be found in the dimensions of advertising and promotions, website attributes, and social networking, while the rest of them have almost identical scores.
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