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

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This article analyzes clickstream data collected from a popular online retailer to observe actual consumers' information search behavior in terms of both gender and product categories. The results show that, 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. Also, 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 have a deeper understanding in consumer behavior in the online context.
Publisher
Association for Consumer Research
Issue Date
2009-01
Language
ENG
Citation

2009 Asian-Pacific Association for Consumer Research, v.8, pp.232 - 233

URI
http://hdl.handle.net/10203/162469
Appears in Collection
KGSM-Conference Papers(학술회의논문)

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