Online Marketing Communications: Exploring Online Consumer Behavior by Examining Gender Differences and Interactivity within Internet Advertising
Carolynn McMahanUniversity of North Florida
Roxanne Hovland and Sally McMillanUniversity of Tennessee
ABSTRACT:To explore gender differences in Internet advertising, this study analyzes gender in relation to interactivity. Specifically, assessments of commercial Web sites help clarify the role of gender for online consumer behavior, its effect on interactivity and advertising effectiveness, and the implications for online marketing communications. This exploration relies on dimensions of consumers' online behavior and consumers' beliefs about the interactive communication environment in relation to three types...