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Are Signals a Solution to Perceived Risk and Opportunism in Mobile Shopping?: Gender Differences and Similarities

Are Signals a Solution to Perceived Risk and Opportunism in Mobile Shopping?: Gender Differences and Similarities
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Author(s): Sonia San-Martín (Universidad de Burgos, Spain)
Copyright: 2015
Pages: 24
Source title: The Evolution of the Internet in the Business Sector: Web 1.0 to Web 3.0
Source Author(s)/Editor(s): Pedro Isaías (Universidade Aberta (Portuguese Open University), Portugal), Piet Kommers (University of Twente, The Netherlands)and Tomayess Issa (Curtin University, Australia)
DOI: 10.4018/978-1-4666-7262-8.ch001

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Abstract

There is usually a situation of information asymmetry in mobile shopping. According to signaling theory and applying it to a mobile commerce context, the authors propose a model with some cognitive and experiential quality signals from the vendor and the site that can reduce shopper perceived risk and fear of opportunism: vendor reputation, site design, personalized service, and personalized information. However, as some literature states that male and female behaviour is somewhat different, the authors analyze differences and similarities between men and women in those perceptions of signals, risk, and opportunism. The authors collected information from 447 mobile shoppers, and results show some gender differences, which involve implications for managers when segmenting their potential market of mobile shoppers by gender. Women are more sensitive to signals, whereas for men the reduction of risk is key to less perceived opportunism.

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