From Mars to Venus: Alteration of trust and reputation in online shopping

Research output: Contribution to journalArticle


How customers develop purchase intentions in online shopping has been an area of recent interest. In this study, we ask whether males and females leverage trust into and perceived reputation of online retailers differently in reporting purchase intentions. Drawing on the literature on differences in males and females in online shopping behaviors, we propose that females rely on reputation in developing purchase intentions whereas males rely on perceived trust in developing purchase intentions. In a sample of 727 respondents in Sweden, we find support for the proposed associations. Implications for online retailers are discussed.


External organisations
  • Mälardalen University
  • Linnaeus University
  • Södertörn University
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Social Sciences Interdisciplinary


  • online retail, reputation, gender, online purchase, trust
Original languageEnglish
JournalJournal of Innovation & Knowledge
Publication statusE-pub ahead of print - 2020 Jul 18
Publication categoryResearch