An Empirical Research of Gender Impact on Customer Behaviour towards Mobile Entertainment Services in India

• 발행기관: 강원대학교 경영경제연구소
• 저자명: G. N. Satish Kumar
• 간행물 정보: 『아태비즈니스연구』제3권 제2호, 8~15쪽, 전체 8쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2012.12.30

영문 초록

Mobile Entertainment is the new era in mobile communication. Mobile Entertainment service is a combination of games, music, videos, chatting and telecommunication which has created a wide market in India. There is a variation between male and female customers towards Mobile Entertainment services. This study is aimed at analyzing gender impact of attitude, subjective norm, perceived behaviour control intention and behaviour to-wards mobile entertainment services. The Theory of plan-ned Behaviour (TPB) provided a framework. Total 566 male and 376 female mobile users of different age groups participated in the research. The data analysis was conducted in three-stages. First, reliability tests were performed. Upon satisfactory results, confirmatory factor analysis (CFA) is used to analysis convergent, concurrent and discriminant validity of the model. Once the model was validated Structural Equation Model (SEM) Multi-group analysis is used to find the impact of gender behaviour towards Mobile entertainment services. The results of the study confirmed that the model is viable in predicting variation in gender impact on mobile entertainment services. The findings have revealed that attitude, perceived behaviour control and intention has a significant impact on behaviour to use mobile entertainment but subjective norm has no significant impact on behaviour to use mobile entertainment.

목차

Introduction

Literature Review and Conceptual Framework

Objectives

Research Methodology

Structure Equation Model

Findings

Discussion

Conclusion and Suggestions

키워드

Mobile Entertainment Services Theory of Planned Behaviour Structural Equation Model Attitude Subjective norm Perceived Behaviour Control Intention Behaviour