Articles | 2026-09-19

Initial Purchase Decision: A Gender Differences Perspective

Eugenius Besli
Quantitative Economics and Management Studies, Vol. 7 No. 4 (2026) https://doi.org/10.35877/454RI.qems4296 Published: 2026-09-19
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Abstract

This study aims to investigate gender-based differences in online purchasing decisions by analyzing how several key factors influence men and women. The research focused on students in Sikka Regency, who were chosen using a quota sampling technique that divided the participants into male and female groups to ensure balanced representation. To analyze the data, independent t-tests were applied to identify whether significant behavioral differences existed between the two genders, while multiple regression analysis was employed to measure the relative strength and impact of each influencing factor. The results reveal that the behavioral gap between men and women in terms of online shopping is relatively minor. However, the pattern of influential factors shows a consistent trend across both genders, where store ratings emerged as the most dominant determinant, followed by shopping through live streaming sessions and consumer reviews. Even though the sequence of influence remains the same, female respondents were found to be more actively involved in online shopping activities and demonstrated higher sensitivity to these influencing factors compared to their male counterparts.

Keywords

Purchase Decision; Online Reviews; Store Ratings; Live Streaming Shopping

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How to Cite

Besli, E. (2026). Initial Purchase Decision: A Gender Differences Perspective. Quantitative Economics and Management Studies, 7(4). https://doi.org/10.35877/454RI.qems4296

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