Website design in an international context: The role of gender in masculine versus feminine oriented countries

Authors:
Dianne Cyr;Milena Head
Affiliations:
Beedie School of Business, Simon Fraser University, Central City Tower, 250 - 13450 102nd Avenue, Surrey, BC, Canada V3T 0A3;DeGroote School of Business, McMaster University, 1280 Main Street West, Hamilton, ON, Canada L8S 4M4
Venue:
Computers in Human Behavior
Year:
2013

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Abstract

Previous research confirms there are differences between men and women concerning website design preferences. A few researchers have further suggested website preferences based on gender (i.e. whether one is a man or a woman) differ in countries that are typically considered higher in masculinity versus higher in femininity. As such, this supposes fewer differences exist between men and women in more feminine societies, while more significant differences occur in more masculine societies. To test this assumption, we survey a total of 955 participants located in six countries. More particularly, we examine design constructs of Information Content, Navigation Design, Visual Design modeled to Website Trust and Website Satisfaction. We are interested to determine if gender differences are strong in higher masculinity countries and weak in lower masculinity countries. We also investigate if gender moderates the various relationships in our model. As predicted, in higher masculinity countries there are more differences between men and women, and gender is more likely to moderate the relationships in the model. This research has implications for the complexity of website design preferences, and extends earlier work on website design in a multiple country sample where masculinity-femininity differs. Theoretical contributions and design issues are elaborated.