Which gender purchases more?
Searched over 200M research papers
Research Analysis by Consensus
Beta · 20 papersConsensus Meter
Yes80%
Possibly15%
No5%
Introduction
The question of which gender purchases more has been explored through various lenses, including impulse buying behavior, online purchasing habits, and the influence of gender on purchasing decisions. This synthesis aims to present the key insights from multiple research papers to provide a comprehensive understanding of gender differences in purchasing behavior.
Key Insights
-
Impulse Buying Behavior:
- Women are more likely to engage in impulse buying, particularly for symbolic and self-expressive goods, while men tend to buy instrumental and leisure items impulsively .
- Women exhibit higher levels of impulsiveness and need for uniqueness in online auctions compared to men.
- Females purchase more frequently and spend more on fashion items, influenced by factors like fashion fanship and impulse buying.
-
Online Purchasing Behavior:
- Women perceive higher levels of risk in online purchasing compared to men, but receiving a site recommendation from a friend significantly reduces this perceived risk and increases their willingness to buy.
- Gender differences exist in the influence of interactivity, vividness, and perceived risk on online purchase intentions, with women being more influenced by vividness and diagnosticity, and men by interactivity and perceived risk.
- Women are more likely to purchase books, clothing, jewelry, and toys through online auctions, while men are more inclined to buy electronics and computers.
-
Product Categories and Frequency:
- Significant gender differences are observed in the frequency of impulse purchases across various product categories, with women purchasing more frequently in categories like clothing, accessories, and health/beauty products, while men purchase more electronics and hardware.
- Females tend to start shopping earlier, purchase more gifts, and make more shopping trips during the holiday season compared to males.
-
Influence of Shopping Companions:
- Shoppers are more likely to exhibit impulse purchase behavior when shopping with an opposite-gender companion, especially if they are susceptible to interpersonal influence.
Conclusion
Overall, the research indicates that women generally purchase more frequently and exhibit higher levels of impulsive buying behavior compared to men. Women also tend to perceive higher risks in online purchasing but are more likely to be influenced by recommendations and vivid product presentations. Men, on the other hand, are more influenced by interactivity and perceived risk in online settings. These gender differences are evident across various product categories and shopping contexts, highlighting the importance of considering gender in marketing and retail strategies.
Sources and full results
Most relevant research papers on this topic