Gender differences in using mobile data services: utilitarian and hedonic value approaches

Purpose – The purpose of this paper is to examine how consumers differ by gender in terms of the values sought from mobile data services. Design/methodology/approach – The technology acceptance model (TAM) and utilitarian and hedonic value were employed to examine the differences in mobile data services usage. A total of 200 respondents participated in an online survey. Of the sample, 116 participants were female and 84 participants were male. Multiple group structural equation modeling analysis was used to examine gender differences in using mobile data services. Findings – The findings indicated that the effect of hedonic value was stronger in the female group than the male group. Utilitarian value was a significant driving value in using mobile data services in the male group and showed a stronger effect for the male group than the female group. The results supported that the effects of hedonic value and utilitarian value on using mobile data services generated different mobile data services usages across the gender groups. Research limitations/implications – The results suggest that mobile data services can be gendered in terms of utilitarian value and hedonic value. The task‐oriented utilitarian value of mobile data services can be classified as preferred by males and the communicative and hedonic aspect of mobile data services can be classified as preferred by females. Originality/value – The paper contributes to determining driving value in using mobile data services sought by each gender and the results provide insights for mobile marketers to use in successfully positioning mobile data services into targeted markets.