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Proposing and testing the contextual gender influence theory: An examination of gender influence types on trust of computer agents
Author(s) -
Lee EunJu,
Schumann David W.
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.02.019
Subject(s) - femininity , psychology , identity (music) , set (abstract data type) , gender identity , social psychology , gender schema theory , computer science , physics , acoustics , psychoanalysis , programming language
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.