Does gender affect media choice in travel information search? On the use of mobile Internet

Abstract

This study examines gender effects in Japanese consumers' media use in travel information search. Drawing upon gender theory and niche theory, we propose a causal model consisting of satisfaction, attitude, and habitual usage of distinct media. Specifically, we posit that females are more predisposed to media displacement–reinforcement effects than males, when mobile Internet becomes a more popular medium in travel information search than PC Internet and traditional media. We conducted an online panel survey in Japan, and collected 992 usable responses. Structural equation modeling finds that satisfaction with PC Internet and with traditional media affects the habitual use of mobile Internet negatively. Habitual use of mobile Internet is negatively associated with attitude toward PC Internet and toward traditional media. Although moderation analysis identifies no statistical difference in the hypothesized paths, latent mean analysis reveals that satisfaction from, attitude toward, and habitual usage of mobile Internet are more strongly perceived among female respondents than males.