The role of gender identity in the perception of e-service quality of online shopping sites

Gender identity expresses the individual's own existence as a complex concept shaped by the social order, attitudes within the family, and cultural and social influences. It is also scientifically expressed as the concept of gender that a person feels psychologically. Recently, it has become a subject that attracts the attention of academic circles and marketing personnel. Additionally, there are few studies on this subject in the literature. The purpose of this study is to examine the effect of gender identity on the perception of e-service quality of online shopping sites, which are increasing in number day by day, and to answer questions about consumer behavior. It serves as a guide for companies that develop marketing strategies and are new to the sector. This study was conducted using face-to-face and online survey method with 401 people in Mersin province. A statistical package program was used to analyze the data in the study. First, percentage and frequency analysis was conducted to understand the demographic characteristics of the participants. Then, the statistical properties of the survey questions were evaluated; Data distributions were examined by looking at the average, standard deviation and normality test results of the questions. The reliability of the structural relationships and scales in the data set was evaluated with the data obtained by applying factor analysis and reliability analysis. Finally, multiple regression analysis was used to test the research hypotheses using the obtained factors and independent sample t-test was conducted to evaluate the differences between gender groups. As a result of the analysis, it was concluded that masculine gender identity had a significant effect on the electronic service quality dimensions of communication, compensation and system usability, while feminine gender identity had a significant effect on the dimensions of communication, compensation, efficiency, transaction processing and confidentiality. In addition, in terms of biological gender identity, it has been revealed that women attach more importance to the communication and compensation dimensions, while men attach more importance to the confidentiality dimensions. It was concluded that the role of gender and gender identity has an impact on e-service quality perception, both psychologically and biologically. This study will be a guide in developing market strategies and marketing methods that marketing managers will develop for current and future consumers. Keywords: Gender identity, E-Service Quality, Electronic Recovery Service Quality, Online Shopping