Customer behavior and adoption · Empirical online-survey study testing social norms, perceived enjoyment, intention to adopt an e-commerce system, and gender moderation using theory of reasoned action and self-determination theory; students navigated Amazon in an Internet-connected
The moderating effects of gender on e-commerce systems adoption factors: An empirical investigation
Yujong Hwang (2010). The moderating effects of gender on e-commerce systems adoption factors: An empirical investigation. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2010.07.002.
Plain-English take
The influence of social norms on adoption intention was stronger for women, whereas the influence of enjoyment was stronger for men. For your marketing: Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical online-survey study testing social norms, perceived enjoyment, intention to adopt an e-commerce system, and gender moderation using theory of reasoned action and self-determination theory; students navigated Amazon in an Internet-connected classroom.
322 undergraduate business students from a northern U.S. university; participants were approached in an introductory MIS course, used individual PCs, and were asked to navigate Amazon and go through purchasing a book.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How do social norms and perceived enjoyment affect e-commerce-system adoption intention, and do gender differences moderate those effects?
Design
Empirical online-survey study testing social norms, perceived enjoyment, intention to adopt an e-commerce system, and gender moderation using theory of reasoned action and self-determination theory; students navigated Amazon in an Internet-connected classroom.
Sample and setting
322 undergraduate business students from a northern U.S. university; participants were approached in an introductory MIS course, used individual PCs, and were asked to navigate Amazon and go through purchasing a book.
Reported result
What the study found
The influence of social norms on adoption intention was stronger for women, whereas the influence of enjoyment was stronger for men.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
The publisher page explicitly identifies a Section 7 titled 'limitations,' but the fetched article preview does not expose the section's substantive text; specific limitations are therefore not stated here.
Possible founder application
Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The ScienceDirect abstract reports n=322 and the two key moderation results (stronger social-norm influence in the female group and stronger enjoyment influence in the male group); the methodology preview identifies undergraduate MIS students navigating Amazon in an Internet classroom. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.