The Knowledge-Experience-Evaluation Relationship: A Structural Equations Modeling Test of Gender Differences

Michel Laroche, Concordia University, Montreal, QC
Mark Cleveland, The University of Western Ontario
Jasmin Bergeron, University of Quebec at Montreal
Christine Goutaland, Concordia University, Montreal, QC

Abstract

This study examines the differences between males and females concerning the relationship of subjective knowledge (SK), experience (EXP), and perceived product evaluation difficulty (DE). Using survey data, we test structural equation models (SEM) of the relationships between these three variables, in the context of four product categories. We verify, via confirmatory factor analysis, that EXP and SK are separate yet related constructs. We then test separate (m/f) SEM models, followed by multi-group model analysis. A number of significant gender differences are revealed. For males, SK fully mediates the relationship between EXP and DE, whereas for females the latter is both directly and indirectly (via SK) related to EXP. Females' DE scores are higher than males in most of the product categories considered. Other observed gender differences, implications, and future research directions are discussed.