Effects of displacement–reinforcement between traditional media, PC internet and mobile internet

Abstract

The purpose of this investigation is to examine media displacement–reinforcement effects between traditional media, PC internet and mobile internet. The theoretical foundations draw on niche theory and enduring involvement, and adopt the satisfaction–attitude–loyalty chain as a core model. The surveys were conducted in Japan and resulted in 992 responses from a general consumer sample. Two scenarios (dining out and travel planning) were created to manipulate the level of enduring involvement. Our data fit the proposed model reasonably well, supporting 12 out of 14 hypotheses. The findings indicate that the more satisfied consumers are with traditional media and mobile internet, the more likely they are to perceive PC internet unfavourably as an alternative information source in both involvement situations. However, a favourable attitude towards mobile internet could act as a reinforcement motivator to use PC internet in high-involvement situations. Therefore, our findings support cross-media campaigns in high-involvement situations. In closing, significant limitations are recognised, and future research directions suggested.