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

The purpose of this investigation is to examine media displacement–reinforcement effects between traditional media, PC internet and mobile internet.

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...

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