Examining digital information literacy as a determinant of women's online shopping behavior

Abstract

PurposeThe present study aims to examine the current digital information literacy (DIL) skills of female online shoppers in Lahore city of Pakistan. Data were gathered from a purposive sampling of women, aged between 20–50 years who were buying products online, not from the traditional retail stores. Out of 309 received questionnaires, 269 responses were useable and were utilized for data analysis. Descriptive and inferential statistics were used to deduce inferences.Design/methodology/approachQuantitative research approach was employed for this study, and a survey was conducted to collect the data from the study's respondents. For data analysis, descriptive and inferential statistics were used.FindingsResults revealed that the digital information literacy skills of women were good to a moderate level. However, they were not confident in applying advanced searching options. In accordance with what was hypothesized in a directional hypothesis, DIL was found to be a strong predictor of online shopping behavior of women, consequently highlighting the importance of such competencies in modern life. Other findings illustrate that participating women rarely engaged in online shopping and felt hesitation in using credit/debit card for online transactions.Research limitations/implicationsThese observations highlight the important role of information professionals in creating digital literacy among different population groups, specifically women, by planning digital information instruction through courses, workshops and trainings. This could eventually be possible with the dynamic role of librarians or information professionals in the society.Originality/valueThe present study adopts the unique approach of measuring online shopping behavior of female shoppers in connection with their digital information literacy skills.

Bonding between information literacy and personal information management practices: a survey of electronic media journalists

“…PIM involves methods and practices to store, retrieve and organize information in an effective manner (Al Nasar et al , 2011). Literature validated that individuals need to be trained in IL and information management (Ince et al , 2019; Mahmood et al , 2021; Safdar and Idrees, 2020; Safdar and Idrees, 2021). Increasing digital engagements exponentially caused a rise in personal information.…”

Investigating online shopping behavior of generation Z: an application of theory of consumption values

“…However, these worries affect women more. Mahmood et al (2022), investigated the contemporary digital information literacy (DIL) competencies possessed by female individuals engaged in online shopping activities and indicated a significant relationship between digital information literacy skills and the online shopping behavior of women. Additional research findings suggested that the female participants exhibited a notable reluctance to partake in online shopping activities and hesitated to use credit/debit cards.…”

“…However, these worries affect women more. Mahmood et al . (2022), investigated the contemporary digital information literacy (DIL) competencies possessed by female individuals engaged in online shopping activities and indicated a significant relationship between digital information literacy skills and the online shopping behavior of women.…”

Digital literacy and green consumption behavior: Exploring dual psychological mechanisms

“…The level of digital literacy was related to age, education level, and Internet experience (e.g., years of use) (Hatlevik et al, 2018; Lee & Tak, 2022). In addition, the existing studies have investigated the effects of digital literacy on individual behavior, such as online privacy behavior (Park, 2011), online shopping behavior (Mahmood et al, 2021), and information use behavior (Noh, 2016).…”