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Variables That Affect Mobile Phone Consumption

This document summarizes research from 4 articles on variables that affect mobile phone consumption and buying behavior. Key variables identified include technical features of phones like quality, size, price and services. Social factors are also important, such as influence of reference groups like friends and family. Psychological factors influence addiction, like anxiety, preoccupation and need. Consumer decision making draws on heuristics like conjunctive or disjunctive rules. Gender, age, self-image and social status also impact mobile phone preferences and purchase decisions.

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Muhammad Iqrash Awan
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132 views4 pages

Variables That Affect Mobile Phone Consumption

This document summarizes research from 4 articles on variables that affect mobile phone consumption and buying behavior. Key variables identified include technical features of phones like quality, size, price and services. Social factors are also important, such as influence of reference groups like friends and family. Psychological factors influence addiction, like anxiety, preoccupation and need. Consumer decision making draws on heuristics like conjunctive or disjunctive rules. Gender, age, self-image and social status also impact mobile phone preferences and purchase decisions.

Uploaded by

Muhammad Iqrash Awan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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VARIABLES THAT AFFECT MOBILE

PHONE CONSUMPTION/BUYING
BEHAVIOR

ARTICLE # 1: SOCIAL REFERENCE GROUP INFLUENCE ON MOBILE


PHONE PURCHASING BEHAVIOUR - A CROSS-NATION
COMPARATIVE STUDY

CHAN AND CHEN (2003)

 The quality of signal transmission


 Product shape
 Color choice
 Size
 Weight
 Price
 Associated service fee
 Ease of use
 Web-based support system

MOSCHIS, 1976

 Reference groups (such as friends, family, work associates and etc.)

Note: The rest of the literature review of the article dealt with the reference groups (I thought it
was not related.

ARTICLE # 2: EXPLORING ADDICTIVE CONSUMPTION OF MOBILE


PHONE TECHNOLOGY

FABER, O’GUINN AND KRYCH (1992, P. 466)

 Anxiety
 Preoccupation
MARKS, 1990

 Need for more

BIANCHI AND PHILLIPS (2005)

 Tolerance
 Escape
 High social use of the device

ARTICLE # 3: FACTORS AFFECTING CONSUMER CHOICE OF MOBILE


PHONES - TWO STUDIES FROM FINLAND

BEATTY AND SMITH, 1987; MOORTHY, RATCHFORD AND TALUKDAR, 1997

 Limited information search activity

ALBA AND HUTCHINSON, 2000; CHERNEV, 2003; COUPEY, IRWIN AND PAYNE, 1998;
SLOVIC, 1995

 Without detailed evaluation of the other alternatives

LAROCHE, KIM AND MATSUI, 2003

 Conjunctive (Conjunctive heuristics means that a consumer selects a brand only if it meets
acceptable standards, the so-called cutoff point on each key attribute consumer regards as
important (Assael, 1995, p. 249; Solomon, 2001, p. 280)
 Disjunctive
 Lexicographic
 Linear additive
 Geometric compensatory

RIQUELME (2001)

 Telephone features
 Prior experience
 Features

JONES, 2002

 Enhance their personal time planning


 E-mail services
 Gaming
 Gambling
 Synchronization with PCs

STAT/MDR, 2002; LIU, 2002; O’KEEFE, 2004

 Built-in cameras
 Better memory
 Radio
 Messaging services
 Color displays

LIU (2002)

 Brand
 Capacity
 Screen Size

KARJALUOTO ET AL., 2003A; KARJALUOTO ET AL., 2003B

 Price

ARTICLE # 4: MOBILE HANDSET BUYING BEHAVIOR OF DIFFERENT


AGE AND GENDER GROUPS

SAAKSJARVI, 2003

 Self-image
 Life style

SAHAY AND WALSHAM, 1997

 Status conscious

MAXWELL (2001)

 cross-cultural price/brand effect

FUNK AND NDUBISI (2006)

 Color

BARAK AND GOULD (1985)

 Fashion
 Style
 Self-confident
 Less hesitant in brand switching
 Opinion leader
 Comfort
 Convenience

CARRIGAN AND SZIMIGIN, 1999

 Relevance between product and the message

SHARMA, 2004

 Try new products


 Seek greater information
 More self-confident in decision-making
 Innovations

DITTMAR ET AL, 1996

 Gender

DARLEY AND SMITH, 1995

 Social Pressure

VANKATESH AND MORRIS (2000)

 Age
 Ease of use
 Usefulness
 Task effectiveness

WILLIAMS (2002)

 Social Class

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