Understanding Gender Differences in Media Perceptions of Hedonic Systems: A Comparison of 2D vs. 3D Media


As technology improves in hedonic and affective dimensions, women's interests in technology may increase. In this research, the authors are interested in understanding gender differences in media perceptions of hedonic systems. They draw upon Hunter-Gatherer Theory of Spatial Gender Differences and Jung's Theory of Psychological Types on Gender Differences to hypothesize differences in men's and women's perceptions of skill, challenge, telepresence, and satisfaction with online experiences in 2D versus 3D hedonic environments. The results of their experiment indicate that even though women perceive lower skill levels and greater challenge in using 2D and 3D hedonic systems than men, women's perceived sense of telepresence is higher than men in both 2D and 3D hedonic environments. In addition, women are more satisfied with 2D and 3D hedonic experiences than men. The authors' findings suggest that consistent with Jung's Theory of Psychological Types on Gender Differences, women's perceptions of hedonic systems are more positive than men and, hence, making technology intuitive, enjoyable, and fun to use can potentially increase women's participation in the information and communication technology workforce. Additionally, given that women perceive more challenge and skill issues in using technology but are more favorable toward hedonic systems than men, the authors suggest that the use of hedonic systems to support K-12 education systems, such as computer or serious gaming for education, can generate females' interests in technology at an early age.


Business and Information Technology

Keywords and Phrases

Social sciences; Virtual reality; Visual communication; Challenge; Gender differences; Media; Satisfaction; Skill; Telepresence; Virtual worlds; Three dimensional computer graphics

International Standard Book Number (ISBN)


International Standard Serial Number (ISSN)

1063-8016; 1533-8010

Document Type

Article - Journal

Document Version


File Type





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Publication Date

01 Jul 2016