Gender differences in the online reading environment
| Published date | 25 July 2008 |
| Pages | 616-626 |
| DOI | https://doi.org/10.1108/00220410810884101 |
| Date | 25 July 2008 |
| Author | Ziming Liu,Xiaobin Huang |
| Subject Matter | Information & knowledge management,Library & information science |
Gender differences in the online
reading environment
Ziming Liu
School of Library and Information Science, San Jose State University,
San Jose, California, USA, and
Xiaobin Huang
Department of Information Management, Zhongshan University,
Guangzhou, China
Abstract
Purpose – The purpose of this study is to explore gender differences in the online reading
environment.
Design/methodology/approach – Survey and analysis methods are employed.
Findings – Survey results reveal that female readers have a stronger preference for paper as a
reading medium than male readers, whereas male readers exhibit a greater degree of satisfaction with
online reading than females. Additionally, males and females differ significantly on the dimension of
selective reading and sustained attention.
Originality/value – Understanding gender differences would enable a better understanding of the
changing reading behavior in the online environment, and to develop more effective digital reading
devices. Factors affecting gender differences in the online reading environment are discussed, and
directions for future research are suggested.
Keywords Gender, Reading,Behaviour, Worldwide web, Onlineoperations, User studies
Paper type Research paper
Introduction
We are living in a digital world. Technological advancement has made e-books and
digital libraries a reality. Although the drawbacks of computer screens are still
formidable enough to make online reading an option undesirable to many, digital
technologies have already begun to affect reading practice and behavior as people
spend more time reading online.
Gender differences in web information seeking have attracted considerable interest
(Hupfer and Detlor, 2006; Schumacher and Morahan-Martin, 2001; Smith and Whitlark,
2001; Weiser, 2000). However, little attention has been given to the study of gender
differences in online reading behavior. The purpose of this study is to explore
gender differences in the online reading environment. This paper will examine gender
differences in online reading: to what extent do male readers and female readers differ
in the preference for reading media and in the overall satisfaction with online reading?
Does gender play a role in handling digital documents and in the changes of reading
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0022-0418.htm
The authors appreciate constructive comments from the anonymous referees. They also thank
Dr David Gross, Dr Alan Inouye, and Xiaoyan Lin for their assistance. Ziming Liu would like to
acknowledge the 2006 Summer Research Grant from the School of Library and Information
Science, San Jose State University.
JDOC
64,4
616
Received 28 January 2007
Revised 24 September 2007
Accepted 28 September
2007
Journal of Documentation
Vol. 64 No. 4, 2008
pp. 616-626
qEmerald Group Publishing Limited
0022-0418
DOI 10.1108/00220410810884101
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