A cross cultural study of gender differences in omnichannel retailing contexts

Nisreen Ameen, Khaldoon Nusair, Mahmood Shah, Khaldoon Nusair

Research output: Contribution to journalArticlepeer-review

56 Citations (Scopus)
20 Downloads (Pure)


This research examines gender difference in omnichannel experience in modern shopping malls, combining personal, physical and virtual encounters. It proposes a new theoretical model: the gender-based shopping mall omnichannel experience model. Data was collected using 1139 questionnaires completed by millennial shoppers in the United Kingdom and United Arab Emirates. Data was analysed using partial least squares. The results showed a shift in males shopping behaviour as they pay more attention to peer interaction on social platforms, service excellence, convenience, diversity and personalisation in shopping malls than female shoppers, while aesthetics and privacy are more important for female shoppers.
Original languageEnglish
Article number102265
Number of pages14
JournalJournal of Retailing and Consumer Services
Early online date10 Sept 2020
Publication statusPublished - 1 Jan 2021


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