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    The relationship between gender and the key aspects of online consumer behavior
    (İstanbul Gedik Üniversitesi, 2022) Younes, Ali N A; Toptaş, Metin
    Purpose – This research aims to show the relationship between gender and the key facets of online consumer behavior in Libya. Approach – The population is Libyan consumers who are engaged in online shopping. This sampling method is convenience sampling. The data collection method is a survey. The sample consists of 78 participants. The data were analyzed using basic statistics, and a series of difference tests. Findings – The research showed that consumer reviews and ratings have a tremendous power of persuasion in purchase decisions. Online consumer behavior varies by gender in terms of brand involvement, reasons for shopping online, and online channel preference. Males seemed to have more brand consciousness. Female customers' reasons for online shopping are discount hunting as well as more relevant information in online stores. Female customers were found to be more engaged in mobile channels, whereas males in websites of online retailers. On the contrary, several aspects of online consumption did not vary by gender, such as Instagram influencers have an influence on shoppers as well as customers read and write product reviews online. Results also indicated that high-quality customer service is necessary to build consumer trust in the store and improve attitudes towards it. In addition, the completeness of the necessary information presented on an online store, especially with regard to the information on the conditions of purchase and return of goods has a positive effect on trust. Theoretical Implications – The results shed a brighter light on how gender differences matter in the key facets that influence online consumer behavior in the Libyan market context. Practical implications – The outcome of the study suggests most online stores that focus more on increasing consumer value by better prices, as well as discounts and privileges to selected customers. A relevant product and brand assortment in addition to a sufficient level of purchase-related information are also desired by online consumers regardless of their gender.