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

Previous research has indicated that gender is an imperative factor that influences consumers’ online purchasing behavior. The traditional view of gender differences in consumer behavior states that females are influenced by emotional gratification and seek promotions more frequently than males. 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. A total of 603 completed online questionnaires were collected. 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. In addition, male and female consumers demonstrated different preferences in types of promotion utilized by travel websites.