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Influence of Gender on Payment Method Preferences and Digital Shopping Behavior in the Ecuadorian Retail Context

In: Management, Tourism, and Smart Technologies, Vol 2

Author

Listed:
  • John Omar Velastegui Pila

    (Universidad Tecnológica Israel, Department Business Administration)

  • Wilson German Nieto Aguilar

    (Universidad Tecnológica Israel, Department Business Administration)

Abstract

This study analyzes the influence of gender on digital payment method preferences and consumer purchasing behavior within the Ecuadorian retail context, with special emphasis on the province of Pichincha. The increasing digitalization of retailers is the starting point for examining the gender differences that condition the adoption of electronic means of payment, spending trends and the selection of purchasing channels, as well as their impact on purchasing behavior. The general objective is to analyze the influence of gender differences on preferences for online payment methods, retail action and spending amounts on online purchases. The study was carried out with a quantitative methodology using a structured survey applied to 1718 people between 20 and 65 years old living in Pichincha. The methodology included a cross-sectional design and non-probabilistic convenience sampling with a margin of error of 2.4% and a confidence level of 95%. Data were collected through an online survey distributed through various digital media. The study reveals the preference for payment methods, such as cards, used by 60.5% of the surveyed population. It reveals the resistance of the population to carry out high-value transactions. In addition, since 47.5% of the population prefers to make digital payments in supermarkets, this research will provide valuable information for this commercial sector.

Suggested Citation

  • John Omar Velastegui Pila & Wilson German Nieto Aguilar, 2026. "Influence of Gender on Payment Method Preferences and Digital Shopping Behavior in the Ecuadorian Retail Context," Springer Proceedings in Business and Economics, in: Pedro Miguel Gaspar & José Machado & João Paulo Ramos Teixeira & José Avelino Moreira Victor & Carlo (ed.), Management, Tourism, and Smart Technologies, Vol 2, chapter 21, pages 259-268, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24600-4_21
    DOI: 10.1007/978-3-032-24600-4_21
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