Users of information technology are different, they have differing attitudes about aspects and issues related to information technology and electronic commerce but do countries that are individualist in nature or that share the same culture have the same notion about e-shopping? This leads to our first hypothesis:
H1: Different cultural groups will have differ in attitudes about e-shopping
The primary purpose of this research is to uncover the factors that help or hinder women or men’s participation in online. One of the principal fears that consumers face when they buy online concerns security and privacy (Bush et al., 1998, as sited by Hui and Wan, 2007). The following hypotheses represent comparison of attributes
H2: Because computer technology is associated more with males than females and new technology is risky, the adoption of e-shopping is more likely to be associated with male than female buyers in New Zealand.
There is convenience in online shopping because one can shop from anywhere and at anytime. Therefore the next hypothesis is:
H3. Time pressure and preference for convenience affect the male and female online shoppers in the same way in New Zealand.
Ease of use is the consumer’s perception that shopping on the Internet will involve a minimum of effort. Venkatesh (2000, p. 343) as cited by Monsuwe et al., (2004), stated: “. . . With increasing direct experience with the target system, individuals adjust their system-specific ease of use to reflect their interaction with the system”. This implies that if consumers get more experienced with using the internet, they will adjust their perceptions regarding the “ease of use” of the Internet as a shopping medium in a positive direction.
H4: Ease of use is a factor that both women and men consider when shopping online in New Zealand.
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