Gender differences in information search: Implications for retailing

Purpose The purpose of this study was 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. Design/methodology/approach Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables. An on-line survey was distributed to employees in different geographic locations in the U.S. Findings The results of situational use indicate sources of information are perceived differently by males and females depending on their levels of purchase confidence and internal knowledge, suggesting when consumers consider sources of information, such as retail clerk, family/friends or themselves, the purchase situation influences that decision. Research limitations/implications The measure of the situa