Examining digital information literacy as a determinant of women's online shopping behavior
Information Technology & People
ISSN: 0959-3845
Article publication date: 26 October 2021
Issue publication date: 7 December 2022
Abstract
Purpose
The present study aims to examine the current digital information literacy (DIL) skills of female online shoppers in Lahore city of Pakistan. Data were gathered from a purposive sampling of women, aged between 20–50 years who were buying products online, not from the traditional retail stores. Out of 309 received questionnaires, 269 responses were useable and were utilized for data analysis. Descriptive and inferential statistics were used to deduce inferences.
Design/methodology/approach
Quantitative research approach was employed for this study, and a survey was conducted to collect the data from the study's respondents. For data analysis, descriptive and inferential statistics were used.
Findings
Results revealed that the digital information literacy skills of women were good to a moderate level. However, they were not confident in applying advanced searching options. In accordance with what was hypothesized in a directional hypothesis, DIL was found to be a strong predictor of online shopping behavior of women, consequently highlighting the importance of such competencies in modern life. Other findings illustrate that participating women rarely engaged in online shopping and felt hesitation in using credit/debit card for online transactions.
Research limitations/implications
These observations highlight the important role of information professionals in creating digital literacy among different population groups, specifically women, by planning digital information instruction through courses, workshops and trainings. This could eventually be possible with the dynamic role of librarians or information professionals in the society.
Originality/value
The present study adopts the unique approach of measuring online shopping behavior of female shoppers in connection with their digital information literacy skills.
Keywords
Acknowledgements
Funding: This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.
Declaration of conflicting interests: There is no conflict of interest regarding this paper.
Citation
Mahmood, M., Batool, S.H., Rafiq, M. and Safdar, M. (2022), "Examining digital information literacy as a determinant of women's online shopping behavior", Information Technology & People, Vol. 35 No. 7, pp. 2098-2114. https://doi.org/10.1108/ITP-05-2021-0397
Publisher
:Emerald Publishing Limited
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