An Empirical Research of Gender Impact on Customer Behaviour towards Mobile Entertainment Services in India

Mobile Entertainment is the new era in mobilecommunication. Mobile Entertainment service is a combinationof games, music, videos, chatting and telecommunicationwhich has created a wide market in India. There is a variation between male and female customerstowards Mobile Entertainment services. This study is aimedat analyzing gender impact of attitude, subjective norm,perceived behaviour control intention and behaviour towardsmobile entertainment services. The Theory of plannedBehaviour (TPB) provided a framework. Total 566male and 376 female mobile users of different age groupsparticipated in the research. The data analysis was conductedin three-stages. First, reliability tests wereperformed. Upon satisfactory results, confirmatory factoranalysis (CFA) is used to analysis convergent, concurrentand discriminant validity of the model. Once the modelwas validated Structural Equation Model (SEM)Multi-group analysis is used to find the impact of genderbehaviour towards Mobile entertainment services. The resultsof the study confirmed that the model is viable inpredicting variation in gender impact on mobile entertainmentservices. The findings have revealed that attitude, perceivedbehaviour control and intention has a significant impacton behaviour to use mobile entertainment but subjectivenorm has no significant impact on behaviour to usemobile entertainment.