“Gender Differences in Consumer Perception towards Mobile Commerce: Empirical Evidence from a Non-Parametric Analysis”

Abstract

The rapid expansion of mobile commerce has transformed consumer purchasing behavior, making it essential to understand how demographic factors influence consumer perception. Among these factors, gender plays a crucial role in shaping attitudes toward technology-driven services. The present study examines gender-based differences in consumer perception towards mobile commerce, focusing on key dimensions such as perceived trust, perceived convenience, perceived cost, and perceived risk. Primary data were collected through a structured questionnaire using a Likert scale from mobile commerce users. Due to the non-normal nature of the data and the ordinal measurement scale, non-parametric statistical techniques were employed. The Mann–Whitney U test was applied to assess whether significant differences exist between male and female consumers across the identified perception dimensions.

The findings indicate minor variations in mean ranks across gender; however, none of the differences were statistically significant at the 5 percent level. The results suggest that gender does not significantly influence consumer perception towards mobile commerce. The results provide empirical evidence supporting the relevance of gender as a differentiating factor in consumer perception. The study contributes to existing literature by offering a non-parametric empirical assessment of gender differences in mobile commerce perception, thereby enhancing methodological rigor in consumer behavior research. From a practical perspective, the findings offer valuable insights for mobile commerce service providers and marketers to design gender-sensitive strategies that enhance user trust, reduce perceived risk, and improve overall service experience. The study underscores the importance of incorporating demographic considerations in developing effective mobile commerce platforms in an increasingly digital economy.