© 2014. Lim Pei Ling & Mr. Rashad Yazdanifard. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non- commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Global Journal of Management and Business Research: E Marketing Volume 14 Issue 7 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Does Gender Play a Role in Online Consumer Behavior? By Abstract- Electronic commerce (online shopping) is increasing in popularity nowadays due to the popularity of computer usage and the prevalence of internet. Electronic commerce can produce numerous benefits to both sellers and consumers. Hence, the study of online consumer behavior can generate a better online atmosphere to facilitate greater profit to sellers and better online purchasing experience to consumer. Gender has universal characteristics, regardless of culture and time period. In this study, the gender differences in different aspects of online consumer behavior is concerned and investigated. Keywords: gender difference, online consumer behavior, consumer buying process. GJMBR - E Classification : JEL Code: P36 DoesGenderPlayaRoleinOnlineConsumerBehavior? Strictly as per the compliance and regulations of: Lim Pei Ling & Mr. Rashad Yazdanifard HELP College of Arts and Technology, Malaysia