Examination of Moderate Effect of Gender on E-Purchasing Intention

This study purpose to investigate the moderate effect of gender on e-commerce adoption base on innovation diffusion model. For this purpose we designed online questionnaire attached the link on two websites. 283 participants out of 393 made 72 percent of respond rate. Questionnaire validity was verified through prior scales available in literature reviews, and content analysis opinion of intelligence and practitioners in e-commerce. Also reliability of scales was tested by cronbach’s alpha. By applying two separated regression models and using t-test for differences in standardized path coefficient (betas) across two groups, we concluded gender has moderating effect on relationships between perceived relative advantages, perceived compatibility, perceived ease of use, result demonstrability, visibility and use intension while regarding to perceived image and trustworthiness this effect is not supported.