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Men on a mission,women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective |
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| Affiliation: | 1. School of Communication, Ariel University, Ariel, 40700, Israel;2. Faculty of Economics and Business Administration, Ariel University, Ariel, 40700, Israel;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Ozyegin University, Nisantepe, Orman Sk. No:13, 34794, Cekmeköy, İstanbul, Turkey;2. Cardiff University, Aberconwy Building, Colum Drive, Cardiff, Wales, CF10 3EU, United Kingdom;3. Sabanci University, Orhanli-Tuzla, Istanbul, Turkey;1. School of Business, Fuyang Normal University, Fuyang, 236037, China;2. Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang, 236037, China;1. Department of Industrial Design, Zhejiang University, Hangzhou, China;2. Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China |
| Abstract: | Gender has a considerable effect on how consumers search for information, shaping their behavior through a variety of motives. Previous research shows that the benefit consumers wish to gain from the information influences their search behavior on social networking sites (SNS). This study examines the extent to which gender influences the connection between perceived information values and the choice of SNS information source: commercial (marketer-generated content) and non-commercial (user-generated content). A representative Facebook users' sample (N = 525) and SEM statistics show gender differences in search behavior on SNS. Findings also demonstrate the impact of gender on the relationships between information values and preferred source of information, and demonstrate different motivations for male and female search behavior. The implications for both theory and practice are presented and analyzed. |
| Keywords: | Information search behavior Gender difference Information value Perceived value Selectivity hypothesis User-generated content SNS |
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