E-commerce purchase intention in emerging markets: The influence of gender and culture

Abstract

This paper explores the external factors that influence the decision making process of young Asian females when they shop online for fashion clothing. The empirical investigation was carried out with a positivistic approach and a sample size of 142 young females in Pakistan. As females get more financially independent in developing Asian nations it leads to a question whether their buying decisions are still dominated by external factors? It was found that young educated adult Pakistani females make on-line purchase decisions under a significant influence of a highly collective and masculine environment. These results could be extrapolated to other similar cultures and emerging e-retailing areas.