The Effect of Gender and Product Categories on Consumer Online Information Search

Jooyoung Park, Korea Advanced Institute of Science and Technology, Republic of Korea
Yoesun Yoon, Korea Advanced Institute of Science and Technology, Republic of Korea
Byungtae Lee, Korea Advanced Institute of Science and Technology, Republic of Korea
This article analyzes clickstream data collected from a popular online retailer to observe actual consumers’ information search behavior considering both gender and product categories. The results show, compared to males, females tend to be comprehensive processors, searching for more product information including customer reviews and using an assistant agent more while shopping online. Besides, unlike males, females use both customer reviews and the assistant agent significantly more when shopping for experience goods than when shopping for search goods. These results will help academics and practitioners to understand and predict consumer behavior better in the online context.
[ to cite ]:
Jooyoung Park, Yoesun Yoon, and Byungtae Lee (2009) ,"The Effect of Gender and Product Categories on Consumer Online Information Search", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 362-366.