Male and Female Differences in the Use of Social Media for Learning Purposes

Abstract

This study aims to explore the differences between male and female users' behaviour with regard to acceptance of social media for learning in higher educational institutions. For this purpose, a survey was conducted and the least square regression analysis approach was utilised to investigate the relationships among the constructs in the research model for male and female users from a general and ethical perspective, focusing on the reliability, performance and awareness factors. The findings from the analysis reveal that a significant degree of diversity is present in the factors represented by general reliability', ethical reliability', ethical performance', ethical awareness' and ethical intention'.