Ioana Nicoleta ABRUDAN


Understanding consumer behavior can be divided into three parts: before visiting the stores or shopping centers, during the visit, and after. From the point of view of the final result intended by retailers, satisfying customers in terms of profitability, all three components are equally important. A relevant segmentation criterion for most products and stores is gender. Previous research suggests that gender influences shopping motivations, the way people shop and shopping behavior outcomes. The purpose of this article is to investigate if there are, indeed, differences between shopping behavior outputs of women and men (affective loyalty (satisfaction) and conative loyalty), as found by certain researchers, and also in terms of the factors that influence the formation of conative loyalty. The results confirm that there are few significant differences in the satisfaction level, although for women all values are slightly higher, and none in the repurchase and recommendation intentions between the two genders. Conative loyalty formation (defined as intent to repurchase and recommend) takes place differently between the two genders.


gender; recommendation intention; repurchase intention; satisfaction; shopping behavior outcomes.


Abrudan, I.N., Plăiaș, I., Dabija, D.C.(2015) The relationship among image, satisfaction and loyalty–innovative factor of competitiveness for shopping centers, Amfiteatru Economic, 17 (39), pp. 536-552.

Babin, B.J., Darden, W.R. (1996) Good and bad shopping vibes: Spending and patronage satisfaction, Journal of Business Research, 35(3), pp. 201–206.

Bryant, B.E., Cha, J. (1996) Crossing the threshold, Marketing Research, 8(4), pp. 20-28.

Buttle, F. (1992, Vol. 12 No. 3). Shopping Motives Constructionist Perspective. The Service Industries Journal, 349-367.

Carpenter, J. M., Fairhurst, A. (2005) Consumer shopping value, satisfaction, and loyalty for retail apparel brands, Journal of Fashion Marketing and Management, 9(3), pp. 256-269.

Cronin, J. J., Taylor, S.A. (1992) Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56(3), pp. 55-68.

Curtis, T., Abratt, R., Rhoades, D., Dion, P. (2011) Customer loyalty, repurchase and satisfaction: a meta-analytical review, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, pp. 1-26.

Dawson, S. H., Bloch, P., Ridgway, N. (1990) Shopping Motives. Emotional States and Retail Outcomes, Journal of Retailing, 66(4), pp. 408-427.

Day, G. S. (1969) A Two-Dimensional Concept Of Brand Loyalty, Journal of Advertising Research, 9(3), pp. 29-35.

Dick, A. S., Basu, K. (1994) Customer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, 22(2), pp. 99-113.

Dobre, C., Milovan-Ciuta, A.M. (2015) Personality influences on online stores customers behavior, Ecoforum, 4(1), pp. 69-76.

East, R., Gendall, P., Hammond, K., Lomax, W. (2005) Consumer Loyalty: Singular, Additive or Interactive? Australasian Marketing Journal, 13(2), pp. 10-26.

Garton, P. A. (1995) Store Loyal? A view of ”differential congruence”, International Journal of Retail and Distribution Management, 23(12), pp. 29-35.

Hawkins, D. I., Mothersbaugh, D. (2010) Consumer Behaviour. Bulding Marketing Strategy (11th ed.), New York: McGraw-Hill Irwin.

Helgesen, O., Nesset, E. (2010) Gender, store satisfaction and antecedents: a case study of a grocery store, Journal of Consumer Marketing, 27(2), pp. 114 – 126.

Homburg, C., Giering, A. (2001) Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty—An Empirical Analysis, Psychology & Marketing, 18(1), pp. 43–66.

Janssens, W., Wijnen, K., Pelsmacker, P., Kenhove, P. (2008) Marketing Research with SPSS. Harlow, Essex, UK: Pearson Education Ltd.

Jin, B., Kim, J.O. (2003) A typology of Korean discount shoppers: shopping motives, store attributes, and outcomes, International Journal of Service Industry Management, 14(4), pp. 396–419.

Johnson, J.T., Barksdale, H.C. Jr, Boles, J.S. (2003) Factors associated with customer willingness to refer leads to salespeople, Journal of Business Research, 56(4), pp. 257-263.

Maurer Herter, M., Pizzutti dos Santos, C., Costa Pinto, D. (2014) “Man, I shop like a woman!” The effects of gender and emotions on consumer shopping behaviour outcomes, International Journal of Retail & Distribution Management, 42(9), pp. 780–804.

Meyers-Levy, J., Sternthal, B. (1991) Gender Differences in the Use of Message Cues and Judgments, Journal of Marketing Research, 28(1), pp. 84-96.

Mishra, A.A., Srivastava, M.K. (2011) Shopping value, satisfaction and its behavioral outcomes in the purchase of private label branded products: A theoretical framework, Journal of Marketing and Operations Management Research, 1(3), pp. 237-254.

Morrell, K., Jayawardhena, C. (2010) Fair trade, ethical decision making and the narrative of gender difference, Business Ethics: A European Review, 19(4), pp. 393-407.

Ndubisi, N.O. (2006) Effect of gender on customer loyalty: a relationship marketing approach, Marketing Intelligence & Planning, 24(1), pp. 48 – 61.

Oliver, R.L. (1999) Whence consumer loyalty?, Journal of Marketing, 63(special issue), pp. 33-44.

Olsen, S. O. (2007) Repurchase Loyalty: The Role of Involvement and Satisfaction. Psychology & Marketing, 24(4), pp. 315-341.

Pan, Y., Zinkhan, G. (2006) Determinants of retail patronage: A meta-analytical perspective, Journal of Retailing, 82(3), pp. 229-243.

Payne, A. (1994) Relationship Marketing – Making the Customer Count, Managing Service Quality: An International Journal, 4(6), pp. 29 – 31.

Polegato, R., Zaichkowsky, J. L. (1994) Family food shopping: Strategies used by husbands and wives, The Journal of Consumer Affairs, 28(2), pp. 278-299.

Sathish, A., Venkatesakumar, R. (2011) Customer Experience Management and Store Loyalty in Corporate Retailing - With Special Reference to “Sony World”, Annmalai International Journal of Business Studies & Research, 3(1), pp. 67-76.

Shun, C., Yunjie, X. (2006) Effects of outcome, process and shopping enjoyment on online consumer behaviour, Electronic Commerce Research and Applications, 5, pp. 272–281.

Sirdeshmukh, D., Singh, J., Sabol, B. (2002) Consumer trust, value, and loyalty in relational exchanges, Journal of Marketing, 66(1), pp. 15-37.

Sivadas, E., Baker-Prewitt, J. (2000) An examination of the relationship between service quality, customer satisfaction and store loyalty, International Journal of Retail & Distribution Management, 28(2), pp. 73-82.

Noble, S.M., Griffith, D.A., Adjei, M.T. (2006) Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives, Journal of Retailing, 82(3), pp. 177–188.

Stephen J. Newell, S.J., Wu, B.T., Titus, P.A., Petroshius, S.M. (2011) The role of shopping sophistication in creating satisfying purchase outcomes, American Journal of Business, 26(2), pp. 129-144.

Uncles, M.D., Dowling, G.R., Hammond, K. (2003) Customer loyalty and customer loyalty programs, Journal of Consumer Marketing, 20(4), pp. 294 – 316.

Wakefield, K. L., Baker, J. (1998) Excitement at the Mall: Determinants and Effects of Shopping Response, Journal of Retailing, 74(4), pp. 515-539.

Westbrook, R. A. (1980) Intrapersonal Affective Influences on Consumer Satisfaction with Products. Journal of Consumer Research, 7(1), pp. 49-54.

Westbrook, R. A. (1981). Sources of Customer Satisfaction with Retail Outlets. Journal of Retailing, 57(3), 68-85.

Burns, D. J., Neisner, L. (2006). Customer satisfaction in a retail setting. The contribution of emotion. International Journal of Retail and Distribution Management, 34(1), pp. 49-66.

Wong, G. K., Yu, L. (2003) Consumers’ perception of store image of joint venture shopping centres: first-tier versus second-tier cities in China, Journal of Retailing and Consumer Services, 10, pp. 61-70.

Yavas, U., Babakus, E. (2009) Retail store loyalty: a comparison of two customer segments, International Journal of Retail & Distribution Management, 37(6), pp. 477-492.

Yavas, U., Benkenstein, M., Stuhldreier, U. (2004) Relationships between service quality and behavioral outcomes, International Journal of Bank Marketing, 22(2), pp. 144-157.

Yi, Y., La, S. (2004) What Influences the Relationship Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty, Psychology & Marketing, 21(5), pp. 351–373.

Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.