Exploring the relative impact of biological sex and masculinity–femininity values on information technology use

Dianne Cyr, David Gefen and Rita Walczuch

Behaviour and Information Technology, 2017, vol. 36, issue 2, 178-193

Abstract: Previous studies in an e-commerce context suggest that there are biological differences (i.e. whether one is a man or a woman) with respect to perceptions of websites. In other research, there is evidence that psychological gender (i.e. values such as masculinity or femininity) likewise influences website perceptions. It is the aim of the current investigation to explore the possibility that both biological sex and psychological gender influence user perceptions, and to examine the predictive power of each on our model. To test these assumptions, we use an augmented technology acceptance model (TAM). To maximise variance in our sample, participants are selected from two countries that are significantly different in masculinity–femininity. As expected, psychological gender better predicted trust and TAM than biological sex. Moreover, this study validates that the masculinity–femininity dimension as originally developed by Hofstede [1980. Culture’s Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage] can be separated into two scales – one each for masculinity and femininity. The results suggest the need for additional research into the differentiation between psychological gender and sex.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2016.1212091 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tbitxx:v:36:y:2017:i:2:p:178-193

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2016.1212091

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().