Sex, gender and self-concept: predicting web shopping site design preferences
by Maureen E. Hupfer, Brian Detlor
International Journal of Electronic Business (IJEB), Vol. 7, No. 3, 2009

Abstract: Studies of sex differences in website design preferences often attribute these differences to gender roles and thereby directly link sex and gender identity. This paper, however, demonstrates the value of measuring specific self-concept traits that are associated with gender identity, rather than inferring them from sex. A survey collected website feature importance ratings and measured Self-Orientation (agentic or interdependent) and Other-Orientation (communal or interdependent) self-concept characteristics, and found these characteristics were better predictors than sex. High-Other individuals desired website features that facilitated comprehensive processing of information-rich environments, while High-Self respondents preferred features that improved processing efficiency and minimised effort.

Online publication date: Fri, 19-Jun-2009

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