A cross cultural study of gender differences in omnichannel retailing contexts

Nisreen Ameen*, Ali Tarhini, Mahmood Hussain Shah, Khaldoon Nusair

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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
JournalJournal of Retailing and Consumer Services
Publication statusPublished - Jan 1 2021


  • Cross-national research
  • Gender
  • Omnichannel experience
  • Service encounters model
  • Shopping malls
  • Trust commitment theory

ASJC Scopus subject areas

  • Marketing

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