A theory of computer semiotics: semiotic approaches to construction and assessment of computer systems
The influence of individual differences on skill in end-user computing
Journal of Management Information Systems
Information systems development in the emergent organization
Information systems development in the emergent organization
Gender and DSS design: the research implications
Decision Support Systems
Qualitative research in information systems
MIS Quarterly
Decision support systems in the twenty-first century
Decision support systems in the twenty-first century
A set of principles for conducting and evaluating interpretive field studies in information systems
MIS Quarterly - Special issue on intensive research in information systems
Designing personalized intelligent financial decision support systems
Decision Support Systems
Toward improving female retention in the computer science major
Communications of the ACM
Absent Friends? The Gender Dimension in Information Systems Research
Proceedings of the IFIP TC8/WG8.2 Working Conference on Realigning Research and Practice in Information Systems Development: The Social and Organizational Perspective
The Discourse of a Large Scale Organizational Transformation: The Reengineering of IBM, 1989-1994
Proceedings of the IFIP TC8/WG8.2 Working Conference on Global and Organizational Discourse about Information Technology
The Role of Gender in User Resistance and Information Systems Failure
HOIT '00 Proceedings of the IFIP TC9 WG9.3 International Conference on Home Oriented Informatics and Telematics,: Information, Technology and Society
A Paradigmatic Analysis Contrasting Information Systems Development Approaches and Methodologies
Information Systems Research
Assessing a Firm's Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability
Information Systems Research
Web Site Usability, Design, and Performance Metrics
Information Systems Research
Managing high-achieving information systems professionals
Journal of Management Information Systems - Special section: Research in integrating learning capabilities into information systems
Understanding qualitative data: a framework of text analysis methods
Journal of Management Information Systems - Special section: Strategic and competitive information systems
Journal of Management Information Systems
Information Systems Frontiers
Cultural Signifiers of Web Site Images
Journal of Management Information Systems
Perceptions of web knowledge and usability: When sex and experience matter
International Journal of Human-Computer Studies
Computers in Human Behavior
The role of theory in gender and information systems research
Information and Organization
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As online information dissemination and e-commerce transactions become globally popular, understanding the cultural aspects of Web site documents will gain critical importance. Hidden cultural dimensions could facilitate or inhibit the usability and communication effectiveness of Web sites. However, few studies have investigated the existence of cultural dimensions in Web sites. This study identifies cultural signifiers of Web documents as they relate to the masculinity-femininity dimension. We adopt an interpretive approach for investigating, identifying, and categorizing masculinity-femininity signifiers. Comparing and contrasting Web sites aimed predominantly at either men or women, we use grounded theory for constant comparison and categorization of data. The interpretive analysis is carried out within a framework of hermeneutics. Drawing from the literature of signs (semiology), we identify the signifiers and myths for the masculinity and femininity of Web documents, and report on the possible presence of masculine and feminine androgyny. Following the dictum of grounded theory, we present support for our results from theories and findings in diverse fields of study. We then report on the contributions of our research in three ways. First, the knowledge of cultural signifiers raises managers' and researchers' awareness of cultural contents of Web documents, and may lead to improvement in the clarity and communication effectiveness of Web documents. Second, our work brings forth contrasts and contradictions inherent in masculine and feminine modes of Web document development, raising questions about cultural messages within Web documents that could distort communication and promote cultural values not shared by members of the targeted community. Third, we introduce the concept of androgyny as playing a possible role in reducing such distortions.