Abstract
This chapter aims to provide proposals about understanding the gender difference in online information processing that have been developed based on the theories and the findings of the current research. Major findings in the literature indicate the gender difference in online information processing. This chapter can be used to help gain insight about the online consumer behavior based on gender approach by presenting theoretical perspective, providing basis for future research, enrich the understanding about gender differences in online information processing, and to give suggestion for implications requiring strategic decisions.
TopGeneral Theories About Gender Difference
Biological, psychological, and social literatures are suggested to explain the sex differences in behavior by many academicians (Meyers-Levy & Loken, 2015; Wood & Eagly, 2012; Eagly & Wood, 1991). In this section, the origin of gender difference is expounded based on the biological, psychological, and social theories.
Evolutionary theories are deemed as one of the explanatory theories that explain the root of the gender differences. It is claimed that males as hunters and female as gatherers in the ancestral past, naturally evolved sex-specific variation in personality traits. For instance, female engaged in nutrition and caution, whereas male took risk and were dominant in seeking. Inherent sex differences in personality traits have been indicated that it may become more likely to materialize as modern societies have transformed into being more egalitarian. In particular, cross-national research have demonstrated that compared to males across most nations, females have higher levels of neuroticism, extraversion, agreeableness, and conscientiousness as personality traits (Schmitt, Realo, Voracek, & Allik, 2008: 168-169). Another study in gender differences has illustrated that females determined themselves to be higher in neuroticism, agreeableness, warmth, and openness to feelings, whereas men identified themselves to be higher in assertiveness and openness to ideas (Costa, Terracciano, & McCrae, 2001: 322).
Key Terms in this Chapter
Gender Difference: Variance of behaviors and attitudes stemming from being female or male.
Social Role: Appropriate behavior of an individual in a given society.
Privacy Concern: Anxiety or sensitivity related to the loss of personal intimacy.
Perceived risk: Perception about the possibility of a negative consequence or uncertainty related to any situation or incident.