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Lady first? The gender difference in the influence of service quality on online consumer behavior

Weihua Wang (School of Business Administration, Anhui University of Finance and Economics, Benbu, China)
Saebum Kim (BERI, Business Administration, Gyeongsang National University, Jinju, Republic of Korea)

Nankai Business Review International

ISSN: 2040-8749

Article publication date: 2 January 2019

Issue publication date: 15 August 2019




This paper aims to articulate the gender differences in the influence of service quality on online consumer behavior.


Through data collected via a Web-based questionnaire survey from 330 consumers in China, this study builds and analyzes a structural equation model, using five dimensions of E-service quality, customer satisfaction and customer loyalty, and focuses on the moderation test of gender.


This study finds that first, efficiency dimension of e-service quality is of same importance for male and female customers; second, there are significant gender differences in the responsiveness and reliability dimensions of E-service quality, which affect customer satisfaction; third, the impact of female customer satisfaction on customer loyalty is stronger than for male customers.

Practical implications

Online retailers with limited service resources should preferentially respond to service requests from male customers and provide more reliable services for female consumers under the same condition.


The research validated the applicability of self-regulation theory in online consumer behavior, explored the occurrence stage and characteristics of gender differences in online consumer behavior under influence of SRT and first found some apparent gender differences in the influence of different dimensions of e-service quality on online consumer behavior.



Wang, W. and Kim, S. (2019), "Lady first? The gender difference in the influence of service quality on online consumer behavior", Nankai Business Review International, Vol. 10 No. 3, pp. 408-428.



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