Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers
We study consumers engagement online through websites and social networking sites and related peer recommendations. Data has been collected from Generation Y consumer segments who shop online. Online shopping via Facebook and website service quality has positive effect on trust. Peer recommendations have a significantly stronger influence on attitudes of females than they do on attitudes of males. Trust has a positive and significant effect on attitude toward e-tailer and loyalty intentions.
gender peer recommendations online shopping facebook trust