Summary

Commerce via mobile devices (m-commerce) is growing all the time and identifying the profile and perceptions of users of this type of commerce has proved crucial for companies and researchers in the field. Various analysis models have been developed for this purpose.

However, there are few studies comparing the degree to which gender influences perceptions of m-commerce and its
characteristics. Information on the perceptions of mobile device users is essential for service providers, including considering gender as a variable when designing products and services.

The aim of this study was to find out whether men and women have different perceptions of m-commerce and its attributes. A survey questionnaire was developed and applied to collect data. The analysis found that gender showed a significant difference in the perception of m-commerce users only in the variable “ease of comparing prices and product attributes”.

Keywords: m-commerce, gender, user perception.

Link to the magazine and full article: /https://revistagt.fpl.emnuvens.com.br/get/article/view/727