Explaining Online Shopping Behaviour through an Extended UTAUT2 Model: Gender Differences among Consumers in India's National Capital Region

The study examined gender differences in the factors influencing consumers' online shopping behaviour among e-retail customers in the National Capital Region (NCR). The findings reveal that significant gender-based differences exist in utilitarian motivation, subjective norms, attitude, self-efficacy, habit, and facilitating conditions, with male consumers reporting higher mean scores for these constructs. However, no significant differences were observed in personal innovativeness, price value, effort expectancy, performance expectancy, and hedonic motivation, indicating that these factors influence both male and female consumers similarly. These findings provide valuable insights for e-retailers to design gender-sensitive marketing strategies while maintaining a strong focus on improving the overall online shopping experience for all consumers. This study has certain limitations that should be acknowledged. First, its cross-sectional design restricts the ability to capture changes in consumers’ perceptions over time; future longitudinal and qualitative studies could provide richer insights. Second, data were collected only from respondents in the National Capital Region, which may limit the representativeness of the findings for all Indian online shoppers. Conducting similar studies across diverse regions and demographic segments would enhance the generalisability of the results and allow more robust conclusions about online shopping behaviour in India.

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