Exploring the influence of gender on the web usage via partial least squares

A growing body of research related to the role of gender in human interactions with information technology has emerged in recent years. In this paper we analyse the web acceptance and usage between males and females, incorporating intrinsic human factors. Partial least-squares (PLS), a second-generation multivariate analysis technique, was used to estimate the parameters of the proposed models. First, the scale psychometric characteristics were tested (validity and reliability). Second, the structural model was tested. The empirical results provided strong support for the hypotheses, demonstrating how males and females differ in their ‘web acceptance and usage’ processes; and highlighting the roles of flow, ease of use and usefulness in determining the actual use of the web between males and females.