As with all research, this study has several limitations. This
study's focus on only one specific product category (travel) may
limit the generalizability of the findings. Since a research inquiry
with only one product category lacks cross-category validation,
further studies that incorporate other product categories are
needed to overcome this limitation. Further, users' media patterns
were not explored. Considering that the psychological distance
between heavy users and light users can vary, future research
should confirm the impact of media usage patterns in order to
obtain more accurate results.