Effects of displacement-reinforcement between traditional media, PC internet and mobile internet: a quasi-experiment in Japan

Shintaro Okazaki
College of Economics and Business Administration, Universidad Autónoma de Madrid

Morikazu Hirose
Faculty of Business Administration, Tokyo Fuji University

INTRODUCTION

The primary objective of this study is to examine displacement–reinforcement effects between traditional media, PC internet and mobile internet. More specifically, we investigate the structural relationships of satisfaction from, attitude towards and loyalty to these media. We argue that this research is necessary because (1) telecommunication technology is advancing at an astonishing pace worldwide, and (2) more and more consumers are adopting distinct media for their external information search. In addition, the issues concerning the rivalry between PC internet and mobile internet are increasingly important, for the following reason. On the one hand, PC internet has become the most important medium in the new millennium, leading to a considerable amount of research which has found that the internet not only strengthens marketers' persuasion but also enables consumers to make better decisions (Amichai-Hamburger 2005). On the other hand, due to the extensive connectivity of wireless internet, mobile telephony is now evolving towards the PC, with increasing location-based service capability (Okazaki 2004). A unique feature of mobile internet is its ubiquity, which enables consumers to search for information in any place, at any time. Thus, depending on the type of information they seek, consumers may be urged to choose either medium, hence the intense media rivalry that may exist between PC internet and mobile internet.