Sext and gender: examining gender effects on sexting based on the theory of planned behaviour

The emergence and popularity of new communication tools provide opportunities for new sexual behaviours, among which is sexting. Sexting refers to sending nude or sexually suggestive pictures of oneself to another person through digital media. Extending Walrave, Heirman, and Hallam’s work [2014. “Under Pressure to Sext? Applying the Theory of Planned Behaviour to Adolescent Sexting.” Behaviour & Information Technology 33 (1): 86–98], the present study addressed gender effects on sexting based on the theory of planned behaviour (TPB). We examined whether women and men differ in their attitude, subjective norm, self-efficacy, perceived control regarding sexting, and their likelihood to sext. We also tested the moderating effect of gender on the association between TPB variables and sexting. Respondents were 381 Chinese students aged 17–24 years. Mediation analysis showed that compared with women, men had higher levels of attitude, subjective norm, and self-efficacy surrounding sexting, and therefore had a stronger tendency to sext. Simple slope analysis revealed that the positive relationship between subjective norm and sexting only existed among women. Perceived control was negatively associated with sexting, and this association was stronger among men. These findings demonstrate that contemporary gender construction provides men with more facilitating factors to sexual activities and restricts women to non-desiring subjects. Although changes in sexual practices occur in the digital culture, gender inequality in sexuality persists.