Abstract

The purpose of this paper is to explore individualist and collectivist gender moderated differences toward online purchase intentions. Data were collected via questionnaires from 241 student in Al-Balqa’ Applied University in Jordan. The collected data were analyzed using descriptive statistics. In addition, factor and cluster analysis were used to group the sample according to individualistic and collectivistic cultural factors. Two-way ANOVA test was used to test the study hypotheses. The results of this study depicted that there was a significant difference between male and female toward online purchase intentions. The study also depicted that, there was a significant difference in the intention to purchase online according to individualist, mixed and collectivist cultural factors. Furthermore, the two-way interaction between gender and individualist, mixed and collectivist groups was significant regarding intention to purchase online.

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