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Title: Gender differences in the interpretation of web atmospherics: A selectivity hypothesis approach
Authors: Tsichla, Eirini
Hatzithomas, Leonidas
Boutsouki, Christina
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
FRASCATI::Social sciences::Sociology::Social topics (women’s and gender studies, social issues, family studies, social work)
Keywords: Gender
Issue Date: 2016
Publisher: Routledge Taylor & Francis Group
Source: Journal of Marketing Communications
Volume: 22
Issue: 6
First Page: 563
Last Page: 586
Abstract: This paper sets out to explore the role of gender as a moderator of the relationship between web atmospheric cues and virtual visitor’s attitudes. In a laboratory experiment, the web atmospherics of a museum website – conceived as high and low task relevant cues – are manipulated so as to assess their impact on attitude toward the website and attitude toward the brand. The findings indicate that low task relevant cues are associated not only with higher attitude toward the website but with more positive evaluations of the brand as well. Gender has a moderating effect on both relationships of interest: In the absence of low task relevant cues, males develop less favorable attitudes toward the site and the brand, while females’ attitude remains consistent across both experimental conditions. The findings are interpreted from a Selectivity Hypothesis viewpoint, which attributes gender differences in cognitive evaluations, to differences in information processing style. The study underscores the value of web atmospherics for service branding, elucidating the benefits for webpage design. It also supports the relevance of the Selectivity Model in the Internet context and highlights its significance in the sphere of online attitude development.
ISSN: 1352-7266
Electronic ISSN: 1466-4445
Other Identifiers: 10.1080/13527266.2014.903507
Appears in Collections:Department of Business Administration

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