Why Do Consumers Who Prefer Physical Entertainment Behave Digitally? Understanding the Preference-Behavior Gap.

This study examines the discrepancy between stated preferences and actual behavior in entertainment consumption, with a particular focus on the role of perceived accessibility constraints. While literature suggests that factors such as time and cost may hinder the translation of preferences into behavior, the direction of this relationship remains unclear. Using survey data from 608 respondents, the analysis investigates why individuals who express a preference for physical entertainment often exhibit higher levels of digital consumption. To address this question, the study constructs composite indices capturing physical consumption (PCI), digital consumption (DCI), and perceived accessibility constraints (PACI), and estimates a series of logistic regression models to identify the determinants of the preference-behavior gap. The results reveal that perceived accessibility constraints have a statistically significant effect on behavioral inconsistency. However, contrary to initial expectations, the relationship is negative, indicating that higher perceived constraints are associated with a lower probability of exhibiting a preference-behavior gap. In contrast, gender differences remain significant, while consumption intensity measures do not explain the observed discrepancy. These findings suggest that the preference-behavior gap is shaped less by actual consumption patterns and more by how individuals perceive the feasibility of engaging in their preferred activities.