Exploring the Influence of Gender Characteristics on Consumer Behavior: A Contingency Analysis

Abstract

The digital transformation of the shopping sector has changed consumer behavior, becoming a new reality of social and economic life. There is an emerging need to study the peculiarities of consumer behavior to identify the priority factors that influence the online purchase decision. Among these factors, we can highlight individual demographic characteristics of buyers, which have different degrees of influence on the choice and purchase of goods. The study was conducted using various scientific methods and analytical tools. The authors conducted a Google Form survey to study consumer online shopping behavior, the results of which were processed using the SPSS STATISTICS program.

To study the statistical correlation of variables, the authors used contingency analysis to represent the multivariate frequency distribution of two or more characteristics. The gender of respondents was considered the independent variable, and the attitude of respondents to online shopping was considered the dependent variable. The paper's authors made several hypotheses tested using Fisher's and Pearson's chi-square test of agreement.

The authors found that gender does not influence the choice of marketing channel. However, when analyzing the factors that matter when respondents are making an online purchase, it was found that gender affects consumer behavior. The study results are applied and enable entrepreneurs to understand the preferences of their target audience and build an effective gender-balanced product promotion strategy.