Uncovering the Nature of Information Processing of Men and Women Online: The Comparison of Two Models Using the Think-Aloud Method
This paper compares two models predicting gender differences in information processing to determine if either of the models is more pertinent to goal-oriented Internet searches. The Selectivity Model (Meyers-Levy 1989) proposes that women make more comprehension effort than men whereas the Item-Spec...
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| Format: | Journal |
| Language: | English |
| Published: |
Journal of Theoretical and Applied Electronic Commerce Research
2020
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| Subjects: | |
| Online Access: | http://repository.vnu.edu.vn/handle/VNU_123/90039 |
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| Institution: | Vietnam National University, Hanoi |
| Language: | English |
| Summary: | This paper compares two models predicting gender differences in information processing to determine if either of the models is more pertinent to goal-oriented Internet searches. The Selectivity Model (Meyers-Levy 1989) proposes that women make more comprehension effort than men whereas the Item-Specific/Relational
Processing Model (Putrevu 2001) suggests that men and women differ primarily in their processing style, with men tending to use item-specific processing by focusing on product attributes and women tending to use relational processing by looking for interrelationships among multiple pieces of information. The study participants (106 total, 50% female) were asked to think aloud while performing one of two goal-oriented search tasks on a website. Their thoughts were then coded according to relevant categories by two independent analysts using Atlas TI software. |
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