Gender differences in deal hunting: What motivates consumers to search and book hotel deals?

Chen, Hsiangting, Phelan, Kelly Virginia and Jai, Tun-Min (Catherine) (2015) Gender differences in deal hunting: What motivates consumers to search and book hotel deals?. Journal of Hospitality Marketing and Management, 25 5: 613-639. doi:10.1080/19368623.2015.1067666


Author Chen, Hsiangting
Phelan, Kelly Virginia
Jai, Tun-Min (Catherine)
Title Gender differences in deal hunting: What motivates consumers to search and book hotel deals?
Journal name Journal of Hospitality Marketing and Management   Check publisher's open access policy
ISSN 1936-8623
1936-8631
Publication date 2015
Year available 2015
Sub-type Article (original research)
DOI 10.1080/19368623.2015.1067666
Open Access Status Not Open Access
Volume 25
Issue 5
Start page 613
End page 639
Total pages 27
Place of publication Philadelphia, PA United States
Publisher Routledge
Collection year 2016
Language eng
Formatted abstract
Previous research has indicated that gender is an imperative factor that influences consumers’ online purchasing behavior. The traditional view of gender differences in consumer behavior states that females are influenced by emotional gratification and seek promotions more frequently than males. This study aimed to investigate whether gender differences existed in deal-hunting behavior during the hotel booking process. The research model was structured to understand the factors that influence consumers to search and book hotel deals. A total of 603 completed online questionnaires were collected. Results showed there were significant differences between females’ and males’ deal-searching behavior and purchase intentions. Male consumers were likely influenced by emotional gratification, such as feeling excited about finding a good deal online. Alternatively, female consumers were not influenced by affection but by their cognitive evaluation. In addition, male and female consumers demonstrated different preferences in types of promotion utilized by travel websites.
Keyword Consumer
Behavior
Deal searching
Hotel bookings
Online travel
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
UQ Business School Publications
 
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Created: Mon, 19 Oct 2015, 14:59:12 EST by Karen Morgan on behalf of UQ Business School