Uncovering the Nature of Information Processing of Men and Women Online: The Comparison of Two Models Using the Think-Aloud Method

• Main Author: Arcand, Manon ; Nantel, Jacques
• Format: Journal
• Language: English
• Published: Journal of Theoretical and Applied Electronic Commerce Research 2020
• Subjects: Xử lý thông tin ; Nam giới ; Nữ giới; 025 ARC 2012
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/90039
• Institution: Vietnam National University, Hanoi

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.