This paper will discuss research-in-progress which extends a previous study that examined the role of enjoyment on thedevelopment of e-Loyalty by considering the role of race, income, and education on the enjoyment and development of e-Loyalty in women online shoppers. The goal of this research is to develop a better understanding of the online consumer byinvestigating women in relation to their e-commerce behaviors and perceptions. By looking at the intersectionality of race,income, and education level, we hope to gain a better understanding of the complexities of women as consumers. In addition,we hope to gain a better understanding of the digital divide by investigating how identity factors may yield differentoutcomes in technology adoption or behavior. This paper will outline the research background, provide a literature review ofe-commerce, e-Loyalty, and the digital divide, and describe the research design for this investigation into the influence ofidentity characteristics and online shopping.
Coverdale, Tonjia and Morgan, Allison, "The Influence of Identity Characteristics on E-Shopping Enjoyment and E-Loyalty among Women Online Shoppers" (2011). AMCIS 2011 Proceedings - All Submissions. 224.