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Many research studies and observations have made it evident that there exists a difference between the shopping behavior of the male and female. The objective of this research paper is to explore the moderation effect of gender on the influence of pathos and logos in online shopping. Pathos can be explained as the emotional quotient in the purchasing behavior whereas logos can be understood as the logic behind purchasing a particular product. Structural equation modeling is used for the final analysis and interpretation of the formulated hypothesis. The three approaches used are chi-square difference, pairwise parameter comparisons, and nested model comparisons to know the moderating role of gender on the relationship between pathos and logos in online shopping. The findings of this research conclude that females are more governed by emotions, which is a complex buying behavior. The practical implication of this research paper is beneficial not only for the customers who frequently purchase the goods online but also for the e-commerce companies who are in the online trading business.

The Moderating Role of Gender on Pathos and Logos in Online Shopping Behavior