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Internet usage patterns and gender differences: a decision tree approach

posted on 2019-05-09, 17:11 authored by Dijana KovacevicDijana Kovacevic, Ljiljana Kascelan

the present study deals with a more detailed, and updated, modified model that allows for the identification of internet usage patterns by gender. The model was modified due to the development of the internet and new access models, on the one hand, and to the fact that previous studies mainly focuses on various individual (non-interactive) influences of certain factors, on the other.

The Decision Tree (DT) method, which is used in our study, does not require a pre-defined underlying relationship. In addition, the method allows a great many explanatory variables to be processed and the most important variables are easy to identify.

Obtained results can serve as to web developers and designers, since by indicating the differences between male and female internet users in terms of their behaviour on the internet it can help in deciding when, where and how to address and appeal to which section of the user base. It is especially important to know their online preferences in order to enable the adequate and targeted placement of information, actions or products and services for the intended target groups.


Declaration of conflicts of interest

No conflict of interests

Corresponding author email

Lead author country

  • Serbia and Montenegro

Lead author job role

  • Higher Education Lecturer

Lead author institution

University of Montenegro, Faculty of Economics

Human Participants

  • Yes

Ethics statement

The research is based on electronic version of the survey questionnaire which was created using Google docs forms and placed online. It was anonymous survey, in which potential participants participated on voluntarily basis. We, also, accepted and agreed that we will respect the privacy policy, in Google forms. Because of all these above mentioned reasons we didn't need the ethical approval.


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