کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882494 | 911942 | 2009 | 11 صفحه PDF | دانلود رایگان |

The purpose of this research is to examine gender-based determinants of consumer trust towards computer agents. Employing multiple literatures, we propose a contextual gender influence theory (CGIT) which has direct bearing on trust in online exchange relationships. A set of studies is presented that begin to demonstrate how the effects of gender identity on human-to-computer interaction are not the same for person-to-person interaction. Indeed, employing both gaming and shopping exchange environments, the results reveal that while biological gender identity appears in a person-to-person interaction as concerns trust, psychological gender identity (specifically femininity) and not biological gender identity, influences relationship trust online.
Journal: Journal of Consumer Psychology - Volume 19, Issue 3, July 2009, Pages 440–450