The moderating effects of gender on e-commerce systems adoption factors: An empirical investigation

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Possible founder application

Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.

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.

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.

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.

Research sources

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.