This study investigates the impact of trust, privacy protection, and perceived website quality on online purchase intentions, with a particular focus on gender differences. In the digital age, understanding the factors that influence consumers' decisions to make online purchases is crucial for e-commerce success. This research examines how trust in the website, the perceived quality of the website, and privacy protection measures affect consumers' intent to purchase online, and explores whether these effects vary between male and female consumers.

A mixed-methods approach was employed, combining quantitative surveys with qualitative interviews to gather data from a diverse sample of online shoppers. The quantitative analysis involved the use of regression models to assess the relationships between trust, website quality, privacy protection, and purchase intentions, while controlling for gender differences. The qualitative component provided deeper insights into how these factors are perceived and prioritized differently by different genders.

The results reveal that trust and perceived website quality are significant predictors of online purchase intentions, with privacy protection also playing a crucial role. However, gender differences were observed in how these factors influence purchasing decisions. For female consumers, privacy protection emerged as a more significant factor compared to their male counterparts, who placed greater emphasis on website quality and trust. This indicates that women are more concerned with safeguarding their personal information, while men are more focused on the overall functionality and credibility of the website.

These findings highlight the importance of tailoring e-commerce strategies to address gender-specific concerns and preferences. E-commerce platforms should enhance privacy protection measures to cater to female consumers' concerns and invest in improving website quality to appeal to both genders. By understanding these nuances, businesses can better align their online offerings with consumer expectations and improve purchase intentions across different demographic groups.

Trust, privacy protection, website quality

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