1.3 Future research directions

There are some factors that affect men or women’s participation in online shopping that were not outlined in this research, these could be investigated. According to Park and Jun (2003) finding and identifying new mediating variables between Internet usage, perceived risks and Internet buying behaviour will be needed for a more accurate explanation of cultural differences in Internet buying behaviours between men and women. In terms of culture, Pavlou and Chai (2002) suggest that future research could also take into consideration the interactive effects of additional cultural dimensions, providing a richer understanding of e-commerce in a global setting by conducting studies in multiple countries with different degrees of cultural variation across Hofstede’s dimensions and incorporate gender in the research.