Effects of displacement-reinforcement between traditional media, PC internet and mobile internet: a quasi-experiment in Japan
Shintaro OkazakiCollege of Economics and Business Administration, Universidad Autónoma de Madrid
Morikazu HiroseFaculty 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...