Gender as a moderator of reciprocal consumer behavior

Purpose –Purchasing behavior is approached as customer perceived need to reciprocate for services received. The study examines involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity - gratitude and obligation – are expected to mediate the relationships. The effect is expected to be different for men and women. Methodology/Approach – Wine was chosen as a product category to test the relationships in the models. Data collection was conducted via distribution of surveys to tasting room visitors at six wineries. The data were analyzed using structural equation modeling. Findings – The impact of knowledge, identity, and involvement were important findings from this research. The differences between males and females with regard to their feelings of gratitude and obligation and the impact on purchasing are pronounced. Obligation to make a purchase had a stronger effect on purchasing behavior of women. In contrast, gratitude (feeling