Gender and website design in e-business

Although online shopping has increased exponentially in recent years, very little is known about the difference in male and female perceptions of this experience. This investigation is focused on examining how perceptions between the genders differ concerning transaction security, website design elements, and how the experience of online shopping results in perceptions of website trust, website satisfaction, and e-loyalty. Results of the research indicate that transaction security was not as large a concern as expected, and perceptions about it did not differ between men and women. Alternately, in support of the research hypotheses, there are significant differences in perceptions of website design and website satisfaction between the genders, but not for e-loyalty.