Gender and Web information seeking: A self‐concept orientation model

Adapting the consumer behavior selectivity model to the Web environment, this paper's key contribution is the introduction of a self‐concept orientation model of Web information seeking. This model, which addresses gender, effort, and information content factors, questions the commonly assumed equivalence of sex and gender by specifying the measurement of gender‐related self‐concept traits known as self‐ and other‐orientation. Regression …