Gender effect on E-commerce sales of experience gifts: Preliminary empirical findings

Joni Salminen, Sarem Seitz, Bernard Jansen, Tommi Salenius

Research output: Contribution to journalConference article

1 Citation (Scopus)


We analyze purchase data from 493 customers of an e-commerce store selling experience gifts to find how gender correlates with average purchase value, category of purchased products, and the use of discount codes. We find no significant differences for average purchase value or category of purchased products, but according to the data, women are more likely to use discount codes than are males. Ideas for further research concerning the gender effect on online shopping behavior are discussed.

Original languageEnglish
Pages (from-to)106-115
Number of pages10
JournalProceedings of the International Conference on Electronic Business (ICEB)
Publication statusPublished - 1 Jan 2017
Event17th International Conference on Electronic Business: Smart Cities, ICEB 2017 - Al Barsha, Dubai, United Arab Emirates
Duration: 4 Dec 20178 Dec 2017



  • E-commerce
  • Gender
  • Online consumer behavior
  • Online purchase behavior
  • Online shopping behavior

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Computer Science(all)

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