Gender Commerce. Past development and new technologies in online marketing to influence customers' buying behavior

Table of Contents

1 INTRODUCTION

2 GENDER MARKETING

2.1 DEFINITION OF GENDER MARKETING

2.2 HISTORICAL BACKGROUND AND PAST DEVELOPMENT

3 RISE OF E-COMMERCE

3.1 DEFINITIONS, PAST DEVELOPMENT AND TRENDS

3.2 DEFINITION AND DIFFICULTIES OF ONLINE MARKETING

3.3 DEMOGRAPHIC INTERNET USER DATA

3.4 ONLINE MARKETING TOOLS

3.4.1 SEO

3.4.2 SEARCH ENGINE ADVERTISING

3.4.3 DISPLAY ADVERTISING

3.4.4 TRACKING & AFFILIATES

3.4.5 ECRM

3.4.6 SOCIAL MEDIA MARKETING & INFLUENCER

3.4.7 MOBILE MARKETING

3.4.8 ONLINE PRICING-STRATEGIES

4 CONSUMER INSIGHTS/ PREPARATION FOR THE SURVEY

4.1 CONSUMER BEHAVIOR MODEL

4.2 PAY-WHAT-YOU-WANT PRICING MODEL

4.3 ARISING HYPOTHESIS’S BY CONSUMER INSIGHTS

5 STUDY

5.1 SURVEY DESIGN

5.2 DESCRIPTIVES

5.3 METHODS, MODELS

6 RESULTS

7 CONCLUSION, CRITICISM AND OUTLOOK

Research Objectives and Core Topics

This thesis examines the intersection of gender marketing and e-commerce to identify how business strategies can be optimized by understanding gender-specific consumer behavior and preferences. The central research question explores whether tailoring online marketing communication and pricing models—specifically the Pay-What-You-Want (PWYW) approach—to gender-specific needs leads to higher customer satisfaction, loyalty, and willingness to pay.

• Analysis of gender-specific differences in online search and purchasing behavior.
• Evaluation of the Pay-What-You-Want pricing model in the context of digital services.
• Comparison of male and female responses to various digital marketing tools and communication strategies.
• Investigation into the influence of trust, security perceptions, and relationship-orientation on online buying decisions.
• Development of empirical insights into willingness-to-pay factors and the effectiveness of gender-targeted marketing interventions.

Excerpt from the Book

Chapter Summaries

1 INTRODUCTION: This chapter introduces the shift towards gender-oriented marketing strategies in the competitive German market and outlines the focus on combining these strategies with e-commerce and innovative pricing models.

2 GENDER MARKETING: Defines gender marketing as a holistic approach, discusses social changes influencing gender roles, and explores the implementation of diversity management alongside gender-specific strategies.

3 RISE OF E-COMMERCE: Provides an overview of e-commerce developments, trends, and specific online marketing tools (such as SEO, SEA, and Social Media) with a critical look at how these can be adapted for gender-specific targeting.

4 CONSUMER INSIGHTS/ PREPARATION FOR THE SURVEY: Examines models of consumer behavior and the Pay-What-You-Want pricing model, ultimately deriving hypotheses regarding how gender affects the willingness to pay and perception of security online.

5 STUDY: Details the empirical survey design, the methodology used to classify participants, and the models applied to analyze gender-specific sentiments and behavior in various purchase scenarios.

6 RESULTS: Presents the findings of the survey, highlighting key differences in payment method preferences, relevance of purchase criteria, and the impact of different scenarios on willingness to pay.

7 CONCLUSION, CRITICISM AND OUTLOOK: Summarizes the findings, provides critical reflection on the study's limitations, and offers strategic recommendations for incorporating gender-specific insights into modern marketing practices.

Keywords

Gender Marketing, E-Commerce, Pay-What-You-Want, Consumer Behavior, Online Marketing, Target Group Segmentation, Willingness to Pay, Digital Strategy, Market Research, Diversity Management, Customer Loyalty, Search Engine Optimization, Payment Methods, Social Media Marketing, Gender Studies

Frequently Asked Questions

What is the core focus of this bachelor thesis?

The thesis explores the integration of gender marketing strategies into the e-commerce sector, analyzing how businesses can adapt their online tools and pricing models to address the distinct needs and behaviors of male and female consumers.

What are the central themes discussed in the work?

Key themes include the evolution of gender roles in marketing, current trends in e-commerce, specific digital marketing tools like SEO and social media, and the behavioral economics of the Pay-What-You-Want pricing model.

What is the primary research goal?

The primary goal is to determine if tailoring marketing communication and pricing models to gender-specific preferences results in improved competitive advantages, higher customer satisfaction, and increased willingness to pay.

Which scientific methods were applied?

The work utilizes a mixed-methods approach, combining a comprehensive review of existing marketing literature with an empirical survey of 161 participants, followed by statistical regression analysis to evaluate hypotheses regarding gender-specific purchasing behavior.

What topics are covered in the main section?

The main sections cover the definition and history of gender marketing, an analysis of e-commerce tools like SEA and social media, and a deep dive into the psychological and economic drivers behind the Pay-What-You-Want model.

Which keywords best characterize the research?

Essential keywords include Gender Marketing, E-Commerce, Pay-What-You-Want, Consumer Behavior, Online Marketing, Target Group Segmentation, and Willingness to Pay.

How do men and women differ in their online payment preferences?

The study found that men generally prioritize speed and prefer credit cards or PayPal, while women show a heightened sensitivity to security and safety, often preferring methods they perceive as more reliable to mitigate risk.

Does the study confirm that women are less willing to pay nothing for a service?

The study results lead to the conclusion that H1, which suggested women would be less willing to pay nothing due to higher perceived social pressure, was disproved, as both genders showed similar tendencies in the survey.

What role does a "friend's recommendation" play in online purchasing?

Contrary to initial expectations, the study found that relating to a friend during the app-programming scenario had a neutral or even slightly negative effect on the willingness to pay for both genders.