While our main focus was on the factors that help or hinder women and men’s participation in online buying with the focus on customers the B2C model, the business related factors that could be important predictors of consumer acceptance of online shopping could be considered as this was not incorporated into the study. With regards to culture, individuals are different but rather dependent on the extent to which the individuals are accustomed to various cultural values. Hence, the results of this study cannot be generalised to represent each individual in the population.
The use of an online survey may result in sample bias since people with certain characteristics may be more likely to respond to online surveys. This limits the generalizability of the results as the set of users who respond may not be a representative sample of the population of Internet users (Teo, 2001).
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