Electronic commerce (e-commerce) systems adoption factors and the moderating effects of gender are important topics for ecommerce designers and human-computer interaction researchers. Even though there are a lot of research endeavors to explain e-commerce systems adoption, one of the main questions to be answered is regarding the normative and affective factors based on the theory of reasoned action and the self-determination theory. In this paper, the relationships among the social norms, perceived enjoyment, and their relationships to intention to adopt e-commerce system are tested (n = 322). Furthermore, the moderating effects of gender are tested based on the socio-linguistic literature. As expected, the influence of social norms is stronger in the female group while the influence of enjoyment is stronger in the male group. Theoretical and practical implications of these findings are discussed in the paper.
Hwang, Yujong, "An Empirical Investigation of Normative, Affective, and Gender Influence on E-Commerce Systems Adoption" (2010). AMCIS 2010 Proceedings. 37.