Quality, value, satisfaction, trust, a

and Novak, 1996; Hammond, McWilliam and Diaz, 1998), few studies consider its role in the
online satisfaction process. Product search, information search and recreation are common motives
for surfing on the Internet (Hoffman and Novak, 1996; Hammond, McWilliam and Diaz, 1998).
Purchasing conversion rate is only five per cent on the Internet (Moe and Fader, 2001). However all
visitors-information seekers or recreation seekers- are valuable to an online retailer: as a shopper
makes more visits to a store, he/she feels less anxiety toward buying on the web site (Moe and
Fader, 2001). In addition to shopping motives others dimensions of consumer situation such as time
pressure also influence consumer shopping behaviour and its response to the shopping environment
(Iyer, 1989; Titus and Everett, 1997). Understanding consumer situation while e-shopping is a key
requirement to build online retail patronage: How does consumer situation shape consumer
shopping experience and the satisfaction process itself? Based on a synthesis of previous research,
two specific shopping orientations have been defined here: a “shopping as work” orientation (“the
consumer considers the visit ahead more as a job that has to be done and is oriented toward an
efficient experience that accomplishes the job”) and a “shopping as recreation” orientation (“the
consumer considers the visit ahead as being potentially pleasant and expects to gain gratification
from the process itself"). What role do online shopping orientations play in shaping the satisfaction
process?
Few researchers try to understand how males and females differ in their evaluation of a traditional or
online shopping experience. However, because of socio-demographical changes- such as an increase in
divorce rate in most western countries- or behavioural changes- men in their teens or mid-20s are, for
example, shop more frequently and are beginning to shop in group like teenage girls (Bird, 2002), males are
becoming an important part of the store clientele. At the end of 2002, in the United States, males represented
51% of all internet users (Harris Interactive cited by Journal du Net, 2003) and 40% of Internet shoppers
(BizRate cited by Journal du Net, 2003). It is thus important to understand how they react to an online
56