E-shopping Success Dimensions: An Empirical Study in Kuwait

Despite that business to customers web sites (B2C) are growing very fast and is becoming an important marketing and purchasing channels still customers are not very keen to shop online and are not satisfied with the current design and operation of the shopping websites. Therefore success of e-commerce B2C web sites is still one of the biggest challenges management can face. While B2C success has been recently the focus of several e-commerce studies, notably these studies have all ignored the effect of gender on B2C success. This study aims fill in this gap and investigate the effect of gender on success of B2C web sites in an Arab country. The proposed research model integrates four variables: system quality, service quality, perceived value and user satisfactions, and was tested using a random sample of 198 Kuwaiti adults. Based on regression analyses this study revealed that gender plays an important factor on the proposed research model. Finding of this study have implications for researchers and practical.