M-commerce: analyzing the influence of gender in the users perception

Maria Clara Figueiredo Dalla Costa Ames, Priscila Keller Pires, Wilnei Aldir Schneider, Rafael Tezza

Resumo


Identify m-commerce users’ profile and perceptions have proven crucial for companies and researchers. Several analytical models have been developed for this purpose. However, there are few studies comparing the degree of gender’s influence on acceptance m-commerce and its features. Informations about users’ perceptions of mobile devices are essential to services providers, including considering the gender as a variable in the elaboration of products and services. The objective of this work is to verify if men and women have different perceptions of m-commerce and its attributes. A questionnaire in the survey format was developed and applied to collect data. Through descriptive analysis of data and, using the test “t”, we found that sex presented a significant difference for the users’ perceptions, just in the variable “facility to compare prices and attributes of products


Palavras-chave


m-commerce; sexo; percepção dos usuários.

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Referências


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DOI: https://doi.org/10.20397/2177-6652/2016.v16i2.727

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Esta obra está licenciada sob uma licença Creative Commons Atribuição - NãoComercial 4.0 Internacional.