The Effect of Gender and Age on the Factors That Influence Healthy Shopping Habits in E-Commerce
Bibliographic record
Abstract
People typically eat what they shop for; if consumers shop for healthy foods, they will likely eat healthy foods. In order to influence healthier eating habits among consumers, it is important to identify the factors that influence them to shop for healthy foods. To contribute to ongoing research in this area, we explore the influence of commonly used e-commerce strategies: personality, persuasive strategies, social support, relative price, and perceived product quality on healthy shopping habits among e-commerce shoppers. Research has shown that personalizing these strategies makes them more effective in achieving the desired behavior change among users. Age and gender have been identified as factors that can be used for group-based personalization. We thus investigate the moderating effect of age and gender on the factors that influence healthy shopping habits in e-commerce shoppers. To achieve this, we carried out an online study of 244 e-commerce shoppers. Using partial least squares structural equation modeling (PLS-SEM), we developed a path model using the commonly used e-commerce factors: personality, persuasive strategies, social support, relative price, and perceived product quality. The result of our analysis suggests that social support, relative price and perceived product quality significantly influence healthy shopping habits in e-commerce shoppers. In addition, females are more influenced by social support to adopt healthy shopping habits compared to male e-shoppers. Furthermore, older shoppers are more influenced by social support to adopt healthy shopping habits, while the younger shoppers are more influenced by the relative price of products.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.008 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".