Mobile vs. PC: the device mode effects on tourism online survey response quality

Current Issues in Tourism, 24:10, 1345-1357

Author(s)

Suiwen (Sharon) Zou, Karen P.S. Tan, Hongbo Liu, Xiang (Robert) Li & Ye Chen

Abstract

Using mobile devices to complete web-based surveys is an inescapable trend. Given the growth of this medium, some researchers are concerned about whether mobile devices are a viable channel for administering self-report online surveys. Taking two online surveys respectively using the US and China samples, this study compared the responses quality between participants responding via mobile devices and via PCs. Results from both the US and China samples revealed that although mobile respondents took longer to complete surveys than PC respondents, response quality did not differ significantly between these groups. Several behaviour patterns among mobile respondents were also identified in both samples. These findings provide practical implications to optimize web-based surveys for mobile users in tourism and hospitality research.