Beyond gender differences: Self-concept orientation and relationship-building applications on the Internet

Maureen E. Hupfer, Brian Detlor
2007 Journal of Business Research  
Research concerning gender differences in Internet usage suggests greater interest among females in applications with relationship-building implications, and commonly refers to agentic and communal gender roles to explain such behaviors. However, a regression analysis of Web-based survey data collected from 386 respondents concerning their use of such Internet applications found that usage was better predicted when agentic (Self-Orientation) and communal (Other-Orientation) self-concept
more » ... ristics were measured rather than assumed from biological sex. With the exception of instant messaging, Other-Orientation was a positive predictor of usage rates for relational applications including email, greeting cards, and finding new friends or relationships. Furthermore, Other-Orientation either added to or superseded the prediction afforded by biological sex.
doi:10.1016/j.jbusres.2006.06.010 fatcat:o6tmsqy7sneifechmmv4b5nvpi