Uncovering the nature of information processing of men and women online: the comparison of two models using the think-aloud method

摘要: This paper compares two models predicting gender differences in information processing to determine if either of the is more pertinent goal-oriented Internet searches. The Selectivity Model (Meyers-Levy 1989) proposes that women make comprehension effort than men whereas Item-Specific/Relational Processing (Putrevu 2001) suggests and differ primarily their style, with tending use item-specific by focusing on product attributes relational looking for interrelationships among multiple pieces information. study participants (106 total, 50% female) were asked think aloud while performing one search tasks a website. Their thoughts then coded according relevant categories independent analysts using Atlas TI software. Consistent Model, made did men. However, our hypotheses related difference style between received less support. Overall, results help disentangle theories provide website developers basis creating sites are suited men's women's distinctive strategies.