gender differences in information search: implications for retailing
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This study was not conducted by me, all I do is introducing this study in an easier way to let the audience understand and engaged.TRANSCRIPT
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Gender Differences in Information Search: Implications for Retailing
by Sheng-Fen Chien
01
Nelson Barber University of New Hampshire, Durham, New HampshireTim Dodd and Natalia Kolyesnikova Texas Tech University, Lubbock, Texas
Journal of Consumer Marketing26/6(2009) P.415-426
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02
To examine the influence on search behavior of gender, purchase confidence, and internal knowledge during different purchase situations.
It is expected that there will be gender differences on search behavior, particularly given different purchase situations.
Purpose
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03IntroductionPrevious study…Although an individual’s perception of risk is ‘subjective’, the manner in which it is perceived and information evaluated is related to gender (Meyers-Levy and Maheswaran, 1991).
Previous study…Although an individual’s perception of risk is ‘subjective’, the manner in which it is perceived and information evaluated is related to gender (Meyers-Levy and Maheswaran, 1991).
Making Decision Purchase Confidence
evaluation of relevant cues in the environment
More willing to take chance
thorough processing of all available information
More conservative
Researchers Darley and Smith, 1995 Rahman, 2000
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041. Past product experience
2. Objective knowledge
3. Subjective knowledge
predictor of search behavior
Internal Knowledge
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05Search Behavior
Internal Information
External Information
• Memory• Internal knowledge• occurs prior to
external information search.
• Memory• Internal knowledge• occurs prior to
external information search.
• Everything but memory
• Everything but memory
Personal(ex: friends, salesperson)
Impersonal(ex: critics, magazines)
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06Purchase ConfidenceConsumer purchase confidence is the extent to which a consumer feels capable and assured with respect to marketplace decisions and behaviors. As such, purchase confidence reflects consumers’ subjective evaluations of their ability to generate positive experiences in the marketplace.
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07Method
Self-selected, judgment sample
Pilot: 25 individuals in different states of America
1200 internet survey, 45%response rate
MANOVA (Multivariate analysis of variance)
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08Wine
Provides a variety of drinking situations
Can be influenced by gender perceptions
An experiential consumer product
Wine markets are
thriving
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09Independent VariableUsage
Situation
1. As a gift2. Dinner party
away from home
3. Business/boss dinner party away from home
Purchase Confidence
Subjective Knowledge
Directly ask questions about perceived levels of purchase confidence.1.High2.Neutral3.Low
Four questions using two 7 point scale.1.High 2.Some3.Low
Strongly agree
Strongly disagree
Not at all knowledgeable
Very knowledgeable
1 2 3 4 5 6 7
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10Dependent VariableSource of information
1. Friend/family2. Clerk/salesman
3. Critics4. Point of sale material5. Published material6. Personal experiences
Personal
Impersonal
Not very important
Very important
1 2 3 4 5 6 7
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11Result- Descriptive
Average age: 41(71%>51 years old)
35% household income >$100,000F=M
80% high educatedF>M
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12Male Female
Purchase Confidence
30% high confidence
22% high confidence
Subjective Knowledge-•Feel knowledgeable•Compare to friends, consider themselves experts
M=4.3SD=1.1
M=4.1SD=1.0
M=3.6SD=1.3
M=3.1SD=1.2
Sources of information
Critics(M=4.2)Published material(M=4.1)
Friends/Family(M=5.5)Clerks(M=4.3)
Result- Descriptive
As a gift, friends/family and clerks become the most important!
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13MANOVA-Situational useTable 1. Factorial Design MANOVA Summary Table: Main Effect of Situational Use Multivariate Tests of Significance
Statistical Power of MANOVA Tests
Univariate F Tests
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14MANOVA-Gender
Univariate F Tests
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15MANOVA-Purchase Confidence
Univariate F Tests
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16MANOVA-Subjective Knowledge
Univariate F Tests
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17Situational
Use Gender Purchase
ConfidenceSubjective knowledge
Friend/family
Clerk/sales-man
Critics
Point of sale material
Published material
Personal experiences
Overall factorial effect
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18Pairwise Comparisons
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19Discussion
Females' search behavior often entails interpersonal affiliations and are accepting of others opinions. For males, they found impersonal or published material, most important in information search confirming the belief that males are less comfortable with personal interaction in making decisions
Offer insight into how males search for information
When knowledge and confidence are considered, along with gender, then the differences are remarkably different and unexpected.
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20What I think…
Questions?
Wine as a product
Method is quite complicated
Samples might not be representative
Questionnaire??
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