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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

J4. A Large Pack of Toilet Paper is Bad for Me: Self-control and Consumers’ Responses to Product Quantity

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Keith Wilcox, Columbia University, USA
Amy Dalton, Hong Kong University of Science and Technology

Read More

Featured

M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More

Featured

G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.