Selective Versus Comprehensive Processors: Gender Differences in Web Consumer Behavior

Marie-Odile Richard, Ecole des Hautes Etudes Commerciales, 3000, chemin de la Cote Sainte-Catherine, Montreal, Quebec, H3T 2A7, CANADA
Zhiyong Yang, Concordia University, 1455, de Maisonneuve West, Montreal, Quebec H3G 1M8, CANADA
Jean-Charles Chebat, Ecole des Hautes Etudes Commerciales, 3000, chemin de la Cote Sainte-Catherine, Montreal, QC, H3T 2A7, CANADA
Michel Laroche, Concordia University, 1455, de Maisonneuve West, Montreal, Quebec H3G 1M8, CANADA
This study examined the moderating effects of gender on a model of Internet consumer behavior, incorporating consumer experience and atmospherics cues (quality of the information) on behavioral variables. The quality of the information was operationalized as structure, informativeness, and effectiveness of information content. Entertainment was also included to reflect the hedonic function of a website. Based on the literature, we developed and tested the Experience–Atmospherics–Behavior Model with a sample of consumers who responded to a questionnaire after navigating through a web site. Then, the moderating role of gender on web browsing behavior was examined. Consistent with expectations, compared to males, females tended to use more central cues and a longer navigational process.
[ to cite ]:
Marie-Odile Richard, Zhiyong Yang, Jean-Charles Chebat, and Michel Laroche (2007) ,"Selective Versus Comprehensive Processors: Gender Differences in Web Consumer Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 303.