Effects Of Gender Research Articles

Beyond Distracted Eating: Cognitive Distraction Downregulates Odor Pleasantness and Interacts with Weight Status.

Considering the widespread issue of distracted eating, our study investigates how cognitive distraction influences the sensory perception of food-related odors among individuals with varying weight statuses. We conducted an exploratory, randomized, and cross-sectional experimental study, using the Tetris game to simulate real-life cognitive distraction, incorporating two distraction levels (low and high) and presenting five distinct odors. A total of 59 participants, categorized into a lean (n = 30) and overweight/obese group (n = 29) based on their body mass index (BMI), received odor stimuli while playing Tetris at low and high difficulty, corresponding to low and high distraction levels, respectively. Participants subsequently rated odor intensity and pleasantness under the two cognitive distraction conditions. Respiratory movements were monitored to ensure accurate olfactory stimulation. Our findings revealed no significant difference in odor intensity ratings across distraction levels (p = 0.903). However, there was a significant reduction in odor pleasantness under high cognitive distraction (p = 0.007), more pronounced in lean participants compared to those with an overweight status (p = 0.035). Additionally, an interaction between gender and cognitive distraction effects was observed in odor pleasantness perception. The differential effects of distraction across weight-status groups and genders are discussed in the context of hedonic motivation and compensatory mechanisms. This study sheds light onto the sensory mechanisms underlying distracted eating and could inform more personalized strategies for promoting healthier eating habits in a world dominated by distractions.

Sustainable Entrepreneurial Orientation (SEO), and Organizational Performance: A Gender-Moderated Perspective in Peru

Sustainable Entrepreneurial Orientation (SEO) is an emergent concept and a complex dynamic capability that could explain the behavioral predisposition of individuals and organizations to contribute to sustainable development. This study examined the impact of decision-makers' SEO on the organizational performance of their companies. In addition, the study evaluated the moderating role of gender in the relationship between SEO and performance. The approach of the study was explanatory and non-experimental. It used a PLS-SEM technique on a sample of 121 decision-makers of micro and small enterprises operating in different sectors in Peru, a highly entrepreneurial country in Latin America. After validating the SEO measurement from the individual perspective, the results showed that SEO does affect performance. However, the moderating role of gender on the SEO-performance relationship was not empirically validated. This study contributes to the literature on sustainable entrepreneurship by confirming that the phenomenon of SEO, typically assessed at the organizational level, is also an important antecedent of organizational performance when viewed from the individual perspective. Although the moderating effect of gender was not proven, this study provides insightful directions on the SEO-performance relationship. Thus, by validating the SEO instrument that considers its components from an individual perspective, the literature on this strategic orientation has been expanded.

The gender effects of COVID: evidence from equity analysts

The gender effects of COVID: evidence from equity analysts

Dyslipidemia And Hypertension Among Indonesian Hajj Pilgrims: A Cross-Sectional Study

There has been an increase in the preval_ence of cardiovascular disease in Indonesia due to an increased preval_ence of hypertension. Cardiovascular disease is the primary cause of morbidity and mortality among Indonesian Hajj pilgrims. Dyslipidemia and hypertension are positively correlated, with dyslipidemia potentially contributing to hypertension through the mechanism of atherosclerosis. The primary objective of this study is to identify the association between hypertension and dyslipidemia among Indonesian hajj pilgrims. A cross-sectional study involving 114,069 participants in total. The Indonesian Hajj pilgrims in 2023 were the research population. Pre-embarkation medical exams were performed by qualified healthcare professionals, and data were taken from Hajj medical service records. Using bivariate analysis and the Chi-Square (χ2) test, the proportions of age and gender were compared between the hypertension and non-hypertension groups. The relationship between triglyceride, HDL, and LDL levels and hypertension was determined through logistic regression analysis. Logistic regression analysis was used to provide a multivariate analysis of the relationship between dyslipidemia and hypertension. The hypertension group has an average age of 60.2 + 11.6 years old (p<0.0001). There was no difference in the effect of gender on hypertension (p=0.105). HDL, LDL, and Triglyceride serum levels significantly affected the preval_ence of hypertension (p<0.0001). Dyslipidemia was a risk factor for hypertension with an OR of 1.084 (1.057-1.112) (95% CI). Dyslipidemia is a risk factor for hypertension. Serum levels of HDL, LDL, and triglycerides affect blood pressure.

Comparative analysis of brain age prediction using structural and diffusion MRIs in neonates

Using machine learning techniques to predict brain age from multimodal data has become a crucial biomarker for assessing brain development. Among various types of brain imaging data, structural magnetic resonance imaging (sMRI) and diffusion magnetic resonance imaging (dMRI) are the most commonly used modalities. sMRI focuses on depicting macrostructural features of the brain, while dMRI reveals the orientation of major white matter fibers and changes in tissue microstructure. However, their differential capabilities in reflecting newborn age and clinical implications have not been systematically studied. This study aims to explore the impact of sMRI and dMRI on brain age prediction. Comparing predictions based on T2-weighted(T2w) and fractional anisotropy (FA) images, we found their mean absolute errors (MAE) in predicting infant age to be similar. Exploratory analysis revealed for T2w images, areas such as the cerebral cortex and ventricles contribute most significantly to age prediction, whereas FA images highlight the cerebral cortex and regions of the main white matter tracts. Despite both modalities focusing on the cerebral cortex, they exhibit significant region-wise differences, reflecting developmental disparities in macro- and microstructural aspects of the cortex. Additionally, we examined the effects of prematurity, gender, and hemispherical asymmetry of the brain on age prediction for both modalities. Results showed significant differences (p<0.05) in age prediction biases based on FA images across gender and hemispherical asymmetry, whereas no significant differences were observed with T2w images. This study underscores the differences between T2w and FA images in predicting infant brain age, offering new perspectives for studying infant brain development and aiding more effective assessment and tracking of infant development.

Realistic mathematics education: Mathematics e-modules in improving student learning outcomes

Realistic Mathematics Education (RME) has gradually influenced the development of mathematics learning worldwide, including in Indonesia. Through the implementation and development of online-based 21st-century education, RME is increasingly proving itself as an effective approach to improving the quality of mathematics teaching and student learning. Learning using the RME approach based on the e-module System aims to become a real learning experience for education and students in implementing mathematical concepts into web-based software systems. The type of research used is pseudo-experimental research with a population in this study of 3 schools, and the number of samples is 147 students. Hypothesis testing was carried out with the N-gain test on the experimental class and control class and the Linear Regression Analysis Test to determine the effect of Gender on improving the learning outcomes of the experimental class. The results of this study show that: 1) There is a difference in the improvement of learning outcomes of classes taught with the RME approach based on the e-module System with conventional learning models; 2) There is no significant difference in the improvement of learning outcomes of students taught using the RME approach based on the E-Module System based on gender characteristics; 3) Gender only contributes 0.1% to the improvement of learning outcomes while 99.9% of other factors.

Local engagement and U.S. military attitudes toward gender integration: Evidence from Afghanistan

ABSTRACT As debates on gender integration growin the military and Women, Peace, and Security scholarship, security studies scholars and policy experts are scrutinizing the link between gender and operational effectiveness. This article argues that deployed experiences create opportunities for soldiers to observe women’s engagement with host communities, particularly local women - contributing to soldiers' improved attitudes toward gender integration. Employing interviews and an online survey with a total of 43 US active duty and veterans who served in ISAF in Afghanistan, we find that most who hadserved in mixed-gender units commended female soldiers’ interactions with local populations and linked these observations with improved assessments of the operating environment. By contrast, those in male-only units report more negative views. Our study introduces an original argument to explain differences in soldiers’ attitudes toward integration, presents new empirical insights from a difficult-to-access sample and offers evidence that mixed-unit experiences matter for soldiers’ views on gender integration.

Semantic and phonemic verbal fluency tests: Normative data for the Turkish population

Semantic and phonemic verbal fluency tests are widely used neuropsychological assessments of executive functions and language skills and are easy to administer. The aim of this study was to determine the impact of age, education, and gender on semantic and phonemic verbal fluency tests and to establish normative data for Turkish adults aged between 18 and 86 years. The results revealed significant main effects of age and education on all subscores of verbal fluency tests. Furthermore, an interaction effect between age and education was observed on semantic fluency and letter K fluency scores. While no significant differences were found among the 18–29, 30–39, and 40–49 age groups in any of the subscores, performance on the tests decreased with increasing age. Significant differences were observed among all education groups in all subscores. No main or interaction effects of gender were found on any subscore. These normative data could prove useful in clinical and research settings for the assessment of cognitive impairment.

Association between physical activity & sedentary time on frailty in adults with chronic kidney disease: Cross-sectional NHANES study

ObjectiveA considerable percentage of individuals with chronic kidney disease (CKD) are reported to be frail. Lower physical activity and higher sedentary time are most consistently associated with frailty among the potentially alterable risk factors. Although the single effect of physical activity or sedentary time on suppressing frailty have been widely studied, whether physical activity can mitigate or counteract the detrimental consequences of higher sedentary time on frailty among CKD population has never been explored. This study aims to explore whether and to what extent the correlation between sedentary time and frailty was diminished by physical activity among CKD population. Study design and settingData were acquired from the National Health and Nutrition Examination Survey (NHANES) 2007 to 2018 cycles. Frailty index was assessed using 49-item deficit model. Physical activity and sedentary time were measured using the Global Activity Questionnaire. Weighted binary logistic regression models, restricted cubic spline models and sensitivity analyses were performed to investigate the aforementioned relationship. ResultsThe final sample included 2551 adults aged ≥20 years with CKD, which is represented a weighted number of 4.98 million noninstitutionalized US population. In the fully adjusted model, the group with low physical activity was 1.56 (95 % CI:1.19, 2.03) times more likely to develop frailty than the group with high physical activity and each unit of increase of sedentary time was associated with an 41 % increased risk of frailty (OR = 1.41, 95 % CI = 1.04–1.89). Our findings also indicated that engaging in 1240–6200 MET-min/week of high physical activity was associated with a decreased risk of frailty related to moderate-to-high sedentary time among CKD population (OR = 0.69, 95 % CI = 0.49–0.99, P = 0.044). In subgroup analyses, high physical activity was associated with a 0.43-fold (95%CI: 0.24, 0.77) decreased risk of moderate-to-high sedentary time associated with frailty in female groups and a significant modification effect of gender was uncovered (Pinteraction = 0.024). ConclusionHigh physical activity was associated with a decreased risk of frailty related to moderate-to-high sedentary time in adults with CKD, especially in females subgroups.

An assessment of musculoskeletal disorders and physical activity levels in dentists: Across-sectional study.

Dentistry is a physically and mentally demanding profession that involves long periods of muscle imbalance and asymmetrical postures when performing delicate procedures. This can lead to a high incidence of work-related diseases. However, physical activity may prevent or minimize the incidence of musculoskeletal discomfort and pain. The present study aimed to determine the association between musculoskeletal disorders and physical activity levels in dentists practicing in Turkey. This cross-sectional study was conducted between March and June 2023 with dentists from Turkey actively practicing dentistry. The short form of the International Physical Activity Questionnaire was used to determine dentists' physical activity levels, and the Extended Nordic Musculoskeletal Questionnaire was used to assess musculoskeletal disorders. IBM SPSS 20 software was used for statistical analysis. Data were presented as mean, standard deviation, median, minimum, maximum, percentage, and number. Chi-square, Mann-Whitney U, One-Sample Chi-Square tests, and an ordinal logistic regression test were used. The statistical significance level was taken as p < 0.05. A total of 116 dentists (63 females 53 males) between the ages of 24 and 60 (36.37±7.32) were included in the study. Forty-eight participants had a low level of physical activity, 56 had a moderate level of physical activity (MLPA), and 12 had a high level of physical activity (HLPA). There was no significant difference between the gender (p = 0.224) and age (p = 0.469) of the participants and levels of physical activity. Musculoskeletal discomfort was reported by 93.1% (n = 108) of the participants in one or more body parts (p < 0.001) and 55.6% (n = 60) of them were female. The number of dentists with neck (p < 0.001) and shoulder (p = 0.05) problems was significantly higher. There was no significant effect of gender (p > 0.05) on musculoskeletal conditions. However, the relationship between musculoskeletal conditions and physical activity levels was inconsistent. The HLPA group reported the lowest discomfort for all body parts, except the elbows and knees (p < 0.05). The MLPA group reported higher discomfort in the neck, shoulder, upper back, wrists/hands, lower back, and knees. The group with the lowest physical activity exhibited the highest discomfort in the elbow and ankle/feet regions. This study found that the prevalence of musculoskeletal disorders was high among dentists, many of whom reported either low or moderate physical activity levels. The results of this study may enhance dentists' understanding of work-related musculoskeletal diseases and promote their participation in physical activities.

The effect of earthquake exposure on PTSD symptoms is mediated by intrusive rumination and moderated by gender: a cross-sectional study on the 2023 Kahramanmaraş earthquake survivors

BackgroundEvidence suggests that natural disasters, such as earthquakes, can lead to post-traumatic stress disorder (PTSD), with women being particularly vulnerable. However, there is a dearth of knowledge about the underlying mechanisms linking traumatic experiences to PTSD as well as gender differences in the operation of these mechanisms. This study examined the mediating effect of intrusive rumination and the moderating effect of gender on the relationship between earthquake exposure level and PTSD symptoms.MethodsThis cross-sectional study was conducted 12 months after the devastating earthquake in Kahramanmaraş, Turkey. The sample included 632 adult survivors of the earthquake, including 374 females (59.2%) and 258 males (40.8%). Participants completed a set of questionnaires assessing their demographic information, level of earthquake exposure, intrusive rumination, and PTSD symptoms. Correlation analysis, mediation analysis, and conditional process analysis were employed to evaluate the research hypotheses.ResultsFindings revealed significant associations between the level of earthquake exposure, intrusive rumination and PTSD symptoms. The level of earthquake exposure significantly predicted PTSD symptoms. Moreover, intrusive rumination partially mediated the relationship between earthquake exposure level and PTSD symptoms. Additionally, the mediating effect of intrusive rumination was more pronounced among females than males.ConclusionThis study revealed the significant mediating role of intrusive rumination in the development of post-earthquake PTSD symptoms. By uncovering gender differences in this mechanism, it also emphasized the importance of designing interventions that are sensitive to the varying needs of different demographic groups affected by the disaster in post-disaster mental health interventions.

Clinical Utility of the CORE-OM and CORE-10

This study explores the clinical utility of the Clinical Outcomes in Routine Evaluation–Outcome Measure (CORE-OM), and the Clinical Outcomes in Routine Evaluation–10 (CORE-10). This is an exploratory, naturalistic longitudinal study conducted in two psychotherapy services that offer training for psychology students in Ecuador. These services provide affordable and free short-term psychotherapy based on a constructivist approach. In total, 259 adult clients presenting non-severe mental disorders and symptoms and/or relational problems were included, 147 were women (57%); ages ranged from 18 to 66 with mean 28.70 years. At first contact we collected socio-demographic data and responses to the Clinical Outcomes in Routine Evaluation- Outcome Measure, Outcome Questionnaire-45.2 and the Schwartz Outcome Scale-10-E. Data were analyzed with statistical estimation using bootstrap 95% confidence intervals to assess clinical utility and psychometric adequacy of the measures for similar services and clients. The measures showed good acceptability and adequate internal consistency, similar to findings from the United Kingdom and Spain. There were strong correlations between all scale scores of the CORE-OM except for risk. Adequate convergent validity was found for the CORE-OM with the other two measures. There were no significant gender, age, or education effects for initial scores. Comparing help-seeking and non-help-seeking populations, large effect sizes were found for the CORE-OM total, non-risk, and risk scores, and medium effect size for the CORE-10 scores. Cut-off scores for the CORE-OM and CORE-10 were 1.26 and 1.51, respectively. The measures showed sensitivity to change with large effect sizes for all scores, except for risk, which shows a medium effect size. The CORE-OM and CORE-10 are suitable for clinimetric use, the former for broad assessment of psychological state and the latter for tracking changes in psychotherapy. Recommendations are made for assessment structure designs and data interpretation for routine use particularly in Latin America.

Perceptibility and acceptability thresholds for color differences of light and dark maxillofacial skin replications

The aim of this study was to assess the perceptibility and acceptability thresholds of maxillofacial silicones for light and dark skin colors and to evaluate the effect of gender and professional experience on these thresholds. Two different sets of specimens (as light and dark) each, consisting of 14 (25 × 25 × 6-mm3) silicone skin replications, were produced. Four specimens of each set were produced from the same silicon mixture of the relevant set and polymerized simultaneously to provide standardized fabrication conditions. These 4 light/dark specimens were assigned as “baseline color specimens (BCs)” in each set, while the other 10 specimens were produced with a color difference level that increased gradually from BC. These stepped levels were obtained by controlled increasing of the pigment concentration in the relevant baseline silicon mixture. Color difference levels of specimens were calculated by using the CIELAB and CIEDE2000 formulas. Observers comprised of 3 different professional experiences as first-year dental students, interns, and dentists (n = 30/group, gender-balanced) were included. Combinations consisting of 5 specimens with 4 BCs and 1 different color were shown to the observers to assess whether the color difference was perceptible or acceptable. Perceptibility and acceptability percentages were regressed with color difference levels to estimate the best fit curve and confidence intervals were calculated (α = 0.05). The highest estimation of the coefficient of determination (R2) was found in the cubic curve for all parameters. A significant difference was found between the light and dark colors. The perceptibility thresholds (ΔE*ab/ΔE00) were 0.8/0.59 and 2.63/1.75 for light and dark colors, respectively. The acceptability thresholds (ΔE*ab/ΔE00) were 3.35/2.25, 10.07/7.04 for light and dark colors, respectively. No significant differences were found between gender and among experience groups concerning visual thresholds. Regardless of gender and experience, observers could perceive color differences more easily in light skin colors.

The Associations Between Parenting Self-Efficacy and Parents’ Contributions to the Home-School Partnership Among Parents of Primary School Students: a Multilevel Meta-analysis

High-quality partnerships between families and schools can bring enormous benefits to the development, learning, and wellbeing of children. Decades of research has identified parenting self-efficacy as a key factor influencing parents’ contributions toward effective home-school partnerships. However, the strength of this association has varied significantly across studies with the aggregated strength remaining unclear. This meta-analysis aimed to investigate the associations between parenting self-efficacy and various aspects of parents’ contribution to the home-school partnership, namely home-based involvement, school-based involvement, home-school communication and relationships, as well as parental expectations and aspirations among parents of primary school students. Moderator effects were also examined. Through systematically searching six databases and screening papers, we included 50 independent studies involving 185 effect sizes (N = 20,043 children). Results showed a small to medium correlation between parenting self-efficacy and the multidimensional construct of home-school partnership outcomes (r = .189). The associations were stronger for education-focused parenting self-efficacy (r = .183) than general parenting self-efficacy (r = .114) and were stronger still for home-based participation (r = .248) and parental expectations and aspirations (r = .248) than school-based participation (r = .124) and parent-teacher communication/relationship (r = .090). We detected limited moderating effects of child gender, parent gender, ethnicity, sample type (general or targeted), and socio-economic status and publication bias. Overall, this meta-analysis provides evidence to support the positive relationship between parenting self-efficacy and parents’ contributions to the strength of the home-school partnership. Implications and suggestions for future research are discussed.

E-service quality in m-Health applications: The moderating effect of gender and domicile area

This study aims to investigate the effect of e-service quality (ESQ) in m-Health application on loyalty (LOY), focusing on the mediating customer satisfaction (SAT) and the moderating role of gender and domicile area on user loyalty. The study used quantitative research and the population of this study was m-Health application users with 260 respondents using the purposive sampling method. The analysis method used is PROCESS Macro Mediated Moderation Model 14 by SPSS 29. The results indicate that e-service quality positively and significantly affects user loyalty. Additionally, e-service quality has a positive and significant impact on consumer satisfaction and also the quality of consumer satisfaction has a positive and significant impact on loyalty. The study also found that customer satisfaction mediates the relationship of e-service quality on user loyalty. However, the demographic variables, gender, and domicile area were found have no impact on the relationship between consumer satisfaction and loyalty.

How does employee voice influence empowering leadership? The effects of voice tactics and gender

AbstractAlthough there is considerable evidence that empowering leadership is beneficial to individuals, teams, and organizations, a few studies have examined the antecedents of empowering leadership behaviour itself. To address this gap, this research examines the predictors of empowering leadership in terms of subordinate behaviours and traits. Based on signalling theory and role‐based followership theory, we predict that employee voice expressed in rational appeals is more likely to enhance managerial attributions of employee proactivity compared to emotional appeals, which leads to increased empowering leadership. Furthermore, we propose that this is especially true when the subordinate is female rather than male. To test these hypotheses, we conducted a scenario‐based experiment across two distinct cultural settings, Japan and the United Kingdom. The results from both countries support all hypotheses; our findings provide not only theoretical implications for research on empowering leadership, voice behaviour, and gender, but also several practical implications for subordinates and supervisors.

Modeling students’ algorithmic thinking growth trajectories in different programming environments: an experimental test of the Matthew and compensatory hypothesis

In recent years, programming education has gained recognition at various educational levels due to its increasing importance. As the need for problem-solving skills becomes more vital, researchers have emphasized the significance of developing algorithmic thinking (AT) skills to help students in program development and error debugging. Despite the development of various text-based and block-based programming tools aimed at improving students’ AT, emerging evidence in the literature indicates insufficient AT skills among students. This study was conducted to understand the growth trajectory of students’ AT skills in different programming environments. The study utilized a multigroup experiment involving 240 programming students randomly assigned to three groups: a text-and-block-based group, a block-based-only group, and a text-based-only group. Students in the text-and-block-based group were exposed to Alice and Python; those in the block-based-only group were exposed to Alice; and those in the text-based-only group were exposed to Python. We found that participants’ growth trajectory in AT skills is linear, with a significant growth rate. Although between-person variability exists across groups, we observed a compensatory effect in the text-and-block-based and block-based-only groups. Additionally, we found significant differences in AT skills across the groups, with no evidence of a gender effect. Our findings suggest that combining text-based and block-based programming environments can lead to improved and sustained intra-individual problem-solving skills, particularly in the field of programming.

Decoding the gendered imaginary of cybersecurity careers: a social shaping of technology perspective

ABSTRACT Women account for less than one quarter of the global cybersecurity workforce. Encouraging more women into cybersecurity careers has been identified as one way to address persistent skills shortages in this crucial field. Using expert elicitation, this paper draws on in-depth interviews with 31 senior cybersecurity professionals in Australia to analyse the popular imaginaries that characterise cybersecurity careers. Applying social shaping of technology to examine the causes and effects of women’s low participation in cybersecurity careers, this paper finds that cybersecurity careers are characterised by gendered imaginaries that frame cybersecurity as the exclusive domain of ‘hackers-in-hoodies’, secretive male operators possessed of highly specialised technical knowledge. These imaginaries not only distort the lived reality of cybersecurity work, limiting the popular appeal of cybersecurity careers, they also shape how cybersecurity itself is defined, with gendered effects. This paper calls for a more expansive and inclusive definition of cybersecurity to broaden the appeal of this increasingly interdisciplinary field and ensure gendered consideration of cyber risk.

Exploring the Moderating Effect of Gender on the Relationship between Organizational Commitment and Organizational Citizenship Behavior

Lecturers in Kuningan Regency are expected to demonstrate high Organizational Citizenship Behavior to enhance organizational benefits and ensure that work is conducted more effectively and efficiently. This research aims to investigate the effect of gender as a moderating variable on the relationship between organizational commitment and OCB among these lecturers. The study employed a survey method with a quantitative approach, targeting a population of 346 lecturers from three universities in Kuningan Regency. Using a proportional random sampling technique, which divides the sample based on specific strata, a sample of 186 lecturers was selected. The findings indicate that organizational commitment has a positive and significant impact on OCB, and gender significantly moderates this relationship, enhancing the effect of organizational commitment on OCB.

Collaborative online shopping: customer satisfaction and the influence of product type, gender and involvement

PurposeOnline shopping has recently been evolving more toward the subject area of collaborative online shopping (COS), and customer satisfaction is one of the key determinants for the success of COS. In this study, we investigate the effect of product type and gender and their interaction with customer satisfaction through user involvement in a collaborative online shopping context.Design/methodology/approachWe developed a lab experiment with a mixed two-by-two factorial design to test the proposed research model. We chose gender (male versus female) as the between-subjects factor and product type (utilitarian product versus hedonic product) as the within-subjects factor.FindingsThe obtained results indicate that collaborative shopping may require group members to be more involved for a hedonic product than a utilitarian product. When collaboratively shopping for utilitarian products, male groups tend to show a higher level of involvement than female groups. In contrast, female groups show a higher level of involvement than male groups when collaboratively shopping for hedonic products. Furthermore, our results indicate that greater involvement in COS may lead to higher satisfaction.Social implicationsWebsites that sell hedonic products should first adopt the design elements that support COS. Meanwhile, online sellers should be aware that the gender gap still exists as online shopping evolves toward social online shopping. In addition, COS websites should provide more design elements (e.g. co-browsing, avatar embodiment, video chat and voting tools) to stimulate user involvement.Originality/valueIn this paper, we employ the theory of consumption values, which decomposes COS value into the utilitarian and hedonic dimensions, as a theoretical foundation to investigate the effect of product type and gender together as well as their interactions in the COS context. The obtained findings may provide various insights and empirical evidence to improve the understanding of how to target male and female customers across different product types in the COS context.