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Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?

Author

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  • Taegoo Terry Kim

    (Center for Converging Humanities, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Osman M. Karatepe

    (Faculty of Tourism, Eastern Mediterranean University, Gazimagusa, TRNC, Via Mersin 10 99628, Turkey)

  • Gyehee Lee

    (College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Hande Demiral

    (College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

Abstract

Male and female consumers differ in terms of decision-making. This is also true for inexperienced and experienced consumers. Although the extant research delineates studies that have centered on the interrelationships between perceived ease of use (PEU), perceived enjoyment (PE), perceived usefulness (PU), attitude toward using social media (ATUSM), and users’ behavioral intentions, there is still a dearth of empirical research about gender and prior experience as the two potential moderators. With this recognition, our study examines gender and prior experience as moderators of the effects of PEU, PE, and PU on ATUSM. Our study also investigates ATUSM as a full mediator of the impacts of PEU, PE, and PU on users’ intentions to attend festivals (IAF). Data came from the students of the Korean Government Scholarship Program. The results from structural equation modeling reveal that the positive influence of PE on ATUSM is stronger among female users. As expected, the positive impact of PU on ATUSM is stronger for male users. As hypothesized, prior experience strengthens the positive effects of PE and PU on ATUSM. The results further reveal that ATUSM fully mediates the effects of PE and PU on IAF. Based on the aforesaid findings, theoretical implications are discussed and managerial implications to enhance business sustainability are offered.

Suggested Citation

  • Taegoo Terry Kim & Osman M. Karatepe & Gyehee Lee & Hande Demiral, 2018. "Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?," Sustainability, MDPI, vol. 10(10), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3509-:d:172941
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    2. Jaffar Abbas & Jaffar Aman & Mohammad Nurunnabi & Shaher Bano, 2019. "The Impact of Social Media on Learning Behavior for Sustainable Education: Evidence of Students from Selected Universities in Pakistan," Sustainability, MDPI, vol. 11(6), pages 1-23, March.
    3. Shuiqing Yang & Xianwu Zeng, 2018. "Sustainability of Government Social Media: A Multi-Analytic Approach to Predict Citizens’ Mobile Government Microblog Continuance," Sustainability, MDPI, vol. 10(12), pages 1-17, December.
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