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Gender differences in using mobile data services: utilitarian and hedonic value approaches

Kiseol Yang (School of Merchandising and Hospitality Management, The University of North Texas, Denton, Texas, USA)
Hyun‐Joo Lee (Design, Housing, and Merchandising, The Oklahoma State University, Tulsa, Oklahoma, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 4 June 2010

3573

Abstract

Purpose

The purpose of this paper is to examine how consumers differ by gender in terms of the values sought from mobile data services.

Design/methodology/approach

The technology acceptance model (TAM) and utilitarian and hedonic value were employed to examine the differences in mobile data services usage. A total of 200 respondents participated in an online survey. Of the sample, 116 participants were female and 84 participants were male. Multiple group structural equation modeling analysis was used to examine gender differences in using mobile data services.

Findings

The findings indicated that the effect of hedonic value was stronger in the female group than the male group. Utilitarian value was a significant driving value in using mobile data services in the male group and showed a stronger effect for the male group than the female group. The results supported that the effects of hedonic value and utilitarian value on using mobile data services generated different mobile data services usages across the gender groups.

Research limitations/implications

The results suggest that mobile data services can be gendered in terms of utilitarian value and hedonic value. The task‐oriented utilitarian value of mobile data services can be classified as preferred by males and the communicative and hedonic aspect of mobile data services can be classified as preferred by females.

Originality/value

The paper contributes to determining driving value in using mobile data services sought by each gender and the results provide insights for mobile marketers to use in successfully positioning mobile data services into targeted markets.

Keywords

Citation

Yang, K. and Lee, H. (2010), "Gender differences in using mobile data services: utilitarian and hedonic value approaches", Journal of Research in Interactive Marketing, Vol. 4 No. 2, pp. 142-156. https://doi.org/10.1108/17505931011051678

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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