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

Taegoo Terry Kim, Osman M. Karatepe, Gyehee Lee and Hande Demiral
Additional contact information
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

Sustainability, 2018, vol. 10, issue 10, 1-19

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.

Keywords: perceived ease of use; perceived enjoyment; perceived usefulness; attitude toward using social media; intentions to attend festivals; gender; prior experience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/10/10/3509/pdf (application/pdf)
https://www.mdpi.com/2071-1050/10/10/3509/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:10:y:2018:i:10:p:3509-:d:172941

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().