Research on Gender Differences of Trendy Online Behavior Patterns

Abstract

The purpose of this article was mainly to investigate gender differences for trendy online behavior patterns. This study applied the latent class analysis model to investigate Internet usage patterns from five trendy online applications among 10,909 Taiwan residents. The results showed that trendy online behavior patterns exhibited gender differences. For instance, females preferred blog service more than males do. Male in general were good at online security issue and mobile service. Gender difference depends on various/heterogeneity application. The findings herein should help Internet service providers form an applicable guideline for developing service strategies of higher service satisfaction between marketing materials, products and users' needs.