Trouble with Sex on the Internet故障性在互聯網上

Attempts to design websites suited to men or women are misguided because they rely on social stereotypes, according to a recent study.企圖設計網站適合男人或女人是錯誤的，因為他們依靠社會成見，根據最近的一份研究報告。 Rather than focusing on而不是把重點放在 gender性別 , the study's authors suggest that designers should optimize their sites for different character traits: personal autonomy, selfishness, compassion and for whether a person is a hunter or a social user, irrespective of biological sex.該報告的作者認為設計師應該優化自己的網站為不同的性格特徵：個人自主，自私，同情心和對一個人是否是一個獵人或社會用戶，不論生物性。

Web designers have recently begun to look at how to optimize websites for male and female users.網頁設計師最近開始研究如何優化網站的男性和女性用戶。 Unfortunately, making a male-female distinction panders to the stereotype of men as autonomous, self-interested and goal-oriented hunters and of women as understanding, compassionate nurturers keen to build social bonds.不幸的是，使男女區別迎合男人的刻板印象是自主的，自我利益和目標為導向的獵人和婦女的理解，同情的養育渴望建立社會債券。 However, such stereotypes, as is always the case with stereotypes apply only very loosely and at worst are debilitating fictions that lead to prejudice and the marginalization of parts of society.然而，這樣的成見，因為總是成見的情況只適用於非常鬆散和破壞性最嚴重的是小說，導致偏見和邊緣化的地區的社會。

Many men are self-reliant and independent, but so too are many women.許多男人自力更生和獨立，但也有許多婦女。 Lots of women are expert at developing interpersonal relations and creating social harmony, but then so are many men.很多婦女是在發展中國家專家的人際關係，創造社會和諧，但也有許多男人。 Likewise, as far as the Web is concerned, the stereotypical male, is an independent hunter, seeking information relevant to him and minimizing effort whereas women are more interested in using the internet as a tool for maintaining social bonds.同樣，至於網絡方面，定型男性，是一個獨立的獵人，尋求相關信息，並盡量減少對他的努力，而婦女更感興趣的利用互聯網作為一種工具，保持與社會的聯繫。 Both stereotypes fail miserably to account for the behavior of the vast majority of us of whatever sex or gender.雙方成見一敗塗地，草草收場，以帳戶的行為，絕大多數我們無論性別或性別。

Maureen Hupfer and Brian Detlor DeGroote of the School of Business, at McMaster University, Hamilton, Ontario, Canada, have looked closely at studies of sex differences and how this impacts website design and use and found the received wisdom to be sadly lacking. 莫琳Hupfer和布賴恩Detlor DeGroote的商學院，麥克馬斯特大學，哈密爾頓，安大略省，加拿大，已仔細研究性別差異的研究和如何影響網站設計和使用 ， 發現收到的智慧是可悲的不足。 As part of their research, they carried out an online survey, which asked questions about preferred type of website navigation, breadcrumbs, dropdown menus, notification agents, saved searches and the like. 作為他們的研究，他們開展了一項網上調查，其中詢問首選類型的網站導航，麵包，下拉菜單，通知代理人，已保存的搜索等。

The survey collected website feature importance ratings and measured “Self-Orientation”, whether the user was more stereotypically “male” regardless of actual gender, and “Other-Orientation” whether they were more social in behavior and so more stereotypically “female”.這項調查收集了網站功能重要性評價和衡量“自我定位” ，不管用戶是更stereotypically “男性”不論實際性別，和“其他為本”無論是更多的社會行為，因此更stereotypically “女性” 。 They found that measuring these personality traits was a much better predictor of web behavior and the success of a given design as opposed to the user's actual biological sex.他們發現，這些人格特質的測量是一個更好的預測網絡行為和成功的設計，而不是考慮到用戶的實際生物性。

The implications of these results for web designers, marketers and e-commerce are immense.影響這些結果的網頁設計，營銷和電子商務是巨大的。 Rather than focusing on whether a visitor is a man or a woman, companies could engage and serve their customers far more effectively if they were able to understand the individual's “Self” and “Other” orientation.而不是把重點放在是否訪問者是男人還是女人，公司可以從事與服務顧客有效得多，如果他們能夠了解個人的“自我”和“其他”的方向。 Indeed, companies that “get” this concept will “enjoy an important strategic advantage”, the researchers say.事實上，公司的“讓”這個概念將“享受一個重要的戰略優勢” ，研究者說。

Unlike conventional media and distribution channels, web-based communication and retailing allows marketers to engage with their customers at a one-to-one level, albeit usually only in the virtual sense.與傳統的媒體和分銷渠道，以網絡為基礎的通信和零售市場，以允許進行與他們的客戶在一對一的水平，但通常只在虛擬的意義。 Companies that understand the difference between their users regardless of gender can present web features that meet their individual information gathering and processing styles.公司的理解之間的差額為用戶不分性別可以本網站的功能，以滿足他們的個人信息收集和處理方式。

Maureen E. Hupfer, & Brian Detlor (2009). 莫琳體育Hupfer ，與布萊恩Detlor （ 2009年） 。 Sex, gender and self-concept: predicting web shopping site design preferences Int. 性別，性別和自我概念：預測網上購物網站設計優惠詮釋。 J. Electronic Business, 7 (3), 217-236學者電子商務， 7 （ 3 ） ， 217-236