Journal of International Information Management


In this study we applied Technology Acceptance Model (TAM) to address consumers' online purchasing intentions and examine the effect of gender as a moderating variable on purchase intention. Six hypotheses were proposed based on our research model. We validate TAM in an ecommerce environment using two split data sets one containing females and the other males. Structural equation modelling and t tests were performed to test the hypotheses. The results show that gender is an important moderating variable in online commerce. Understanding the differences between males and females provides practitioners with better understanding of the behaviour of consumers on the web and allows development of better marketing strategies.