Gender Differences in Deal Hunting: What Motivates Consumers to Search and Book Hotel Deals? [Summary]

This study aimed to investigate whether gender differences existed in deal-hunting behavior during the hotel booking process. The research model was structured to understand the factors that influence consumers to search and book hotel deals. Results showed there were significant differences between females’ and males’ deal-searching behavior and purchase intentions. Male consumers were likely influenced by emotional gratification, such as feeling excited about finding a good deal online. Alternatively, female consumers were not influenced by affection but by their cognitive evaluation.