Short answer
Tailor marketing messages and feature highlights to address gender-specific motivators and concerns to maximize adoption rates for on-demand services.
- Field
- Innovation & Markets
- Source
- UMS Institutional Repository (Universiti Malaysia Sabah) (2018)
- Method
- Quantitative survey research
- Sample
- 330 participants
- Evidence
- Moderate effect
Understanding gender-specific motivations and concerns is crucial for effectively marketing and designing on-demand services. This innovation & markets research insight is drawn from a 2018 study published in UMS Institutional Repository (Universiti Malaysia Sabah). Using Quantitative survey research with 330 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Tailor marketing messages and feature highlights to address gender-specific motivators and concerns to maximize adoption rates for on-demand services.
Gendered Adoption of On-Demand Services Hinges on Personalization and Perceived Risk
Understanding gender-specific motivations and concerns is crucial for effectively marketing and designing on-demand services.
UMS Institutional Repository (Universiti Malaysia Sabah) · 2018
Key Findings
- 01Social influence, facilitating conditions, hedonic motivation, and perceived risk significantly impact female users' intention to adopt on-demand services.
- 02Social influence and perceived risk are key drivers for male users' adoption intention.
- 03Immediacy and innovativeness contribute to performance and effort expectancy for both genders, respectively.
- 04Personalization is important for performance expectancy in females, while compatibility is important for males.
Application
Design takeaway
Tailor marketing messages and feature highlights to address gender-specific motivators and concerns to maximize adoption rates for on-demand services.
How to apply
When developing or marketing an on-demand service, conduct user research to identify gender-specific drivers and barriers, then tailor messaging and feature prioritization accordingly.
Project actions
- 01When researching user adoption, consider segmenting your audience by gender and exploring how different factors influence their decisions.
- 02Use a mixed-methods approach to gather both quantitative data on adoption rates and qualitative insights into user motivations.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integrates two established theories (UTAUT2 and DOI) to provide a comprehensive framework.
- +Conducts a multi-group analysis to compare gender differences.
Limitations
The study was conducted in Malaysia, so findings may not directly apply to other cultural contexts. The focus on younger users limits applicability to older demographics.
Reliability & validity
The study uses established scales within its theoretical framework, contributing to reliability. The use of SmartPLS for analysis also supports the validity of the findings. However, the purposive sampling and potential for self-report bias could affect external validity.
Think critically
To what extent do cultural factors, beyond gender, influence the adoption of on-demand services, and how might these interact with gendered motivations?
Design Principles
"Differentiate product communication and feature emphasis based on user demographics to optimize market penetration."
This research highlights that different user segments, specifically by gender, respond to distinct factors when adopting new technologies. Designers and marketers can leverage these insights to tailor their strategies, increasing the likelihood of successful product launches and sustained user engagement.
What This Means for Your Design
Different genders care about different things when deciding to use new services like ride-sharing apps. For women, it's about how easy and fun it is, and what unique features it offers. For men, it's more about social proof and avoiding risks. Both care about speed and how well the service works.
How to use in your project
- 1.This study can inform the justification for investigating gender as a key variable in user adoption research for a design project.
- 2.Findings can be used to support design decisions related to feature prioritization and marketing strategies for a new service.
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Quick Cite
Paragraph starter
Research indicates that user adoption of on-demand services is influenced by gender-specific factors. For instance, female users are more motivated by hedonic aspects and facilitating conditions, while male users are more sensitive to perceived risk. Both genders value immediacy and performance, but the specific aspects of performance that matter differ: personalization for women and compatibility for men. This suggests that a one-size-fits-all approach to marketing and design may be ineffective, and tailored strategies are needed to maximize adoption.
Source
UMS Institutional Repository (Universiti Malaysia Sabah)
Male and female technology users’ acceptance of on-demand services
journal · 2018
View sourceQuestions About This Research
- What does the research say about gendered adoption of on-demand services hinges on personalization and perceived risk?
- Tailor marketing messages and feature highlights to address gender-specific motivators and concerns to maximize adoption rates for on-demand services. Evidence: UMS Institutional Repository (Universiti Malaysia Sabah) (2018).
- Why does "Gendered Adoption of On-Demand Services Hinges on Personalization and Perceived Risk" matter for design?
- This research highlights that different user segments, specifically by gender, respond to distinct factors when adopting new technologies. Designers and marketers can leverage these insights to tailor their strategies, increasing the likelihood of successful product launches and sustained user engagement.
- How can designers apply this research?
- Tailor marketing messages and feature highlights to address gender-specific motivators and concerns to maximize adoption rates for on-demand services.
- What were the main findings?
- Social influence, facilitating conditions, hedonic motivation, and perceived risk significantly impact female users' intention to adopt on-demand services.. Social influence and perceived risk are key drivers for male users' adoption intention.. Immediacy and innovativeness contribute to performance and effort expectancy for both genders, respectively.. Personalization is important for performance expectancy in females, while compatibility is important for males.
- What research method was used?
- Quantitative survey research with 330 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2018 journal from UMS Institutional Repository (Universiti Malaysia Sabah).
- What should I do differently in my next project?
- When developing or marketing an on-demand service, conduct user research to identify gender-specific drivers and barriers, then tailor messaging and feature prioritization accordingly.
- What are the limitations?
- The study's sample was skewed towards younger users, potentially limiting generalizability to older demographics.