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2009, 8th global mobility roundtable, GMR
The purpose of this paper is to complement previous research on the adoption and use of smart phones by introducing theories from consumer research. The focus is on both the intrinsic and extrinsic values that users experience when possessing, interacting, and using smart phones. We investigate smart phone usage in a six month field study with 16 participants. As such, it shows how the Theory of Consumption Values and its five value categories: functional, social, emotional, epistemic, and conditional are useful constructs ...
IRIS2009, 2009
Abstrakt The purpose of this paper is to complement previous research on the adoption and use of smart phones by introducing theories from consumer research and media studies. The focus is on the both intrinsic and extrinsic values that users experience when possessing, interacting with, and using smart phones as well as the media usage associated with the smart phone. As such, it shows how the Theory of Consumption Values and its five value categories: functional, social, emotional, epistemic, and conditional are useful ...
ICIS 2009 Proceedings, 2009
This paper investigates technology adoption and continued use as consumption behavior instead of through the traditional innovation/diffusion/acceptance frameworks. Building on consumer research we introduce the Theory of Consumption Values (TCV) to IS research in order to understand the underlying values and motives of technology usage. Data was collected through interviews, focus groups, and surveys from smart phone users during a six month period. We have adopted a narrative approach to analyze our ...
Purpose-The aim of this research is to find the impact of consumer perceived value (CPV) on smartphone purchase intention among Malaysian working professionals. The research intends to find whether or not social value, perceived usefulness, perceived ease of use, economic value and brand image have a direct or indirect effect on smartphone purchase intention. Design/methodology/approach-Data is collected through an administered online survey with convenience sampling. A total of 302 samples were collected in Kuala Lumpur area. Demographic profile classification, reliability test, sample adequacy, confirmatory factor analysis (CFA) and structural equation modeling (SEM) path analysis is conducted to analyze the data using IBM Amos statistic 22. Findings-The findings show that social value and perceived ease of use do not have a direct or indirect effect on smartphone purchase intention among Malaysian working professionals. However, perceived usefulness, economic value and brand image have an indirect effect on smartphone purchase intention. Practical implications – The research is useful for managers and marketers, to understand the consumer perceived value (CPV) of latest generation smartphone among Malaysian working professionals. These type of consumers in the smartphone industry are important and vital for smartphone companies due to their high income and purchase decision making power. Originality/value – The study proposes and validates a new model by combining Technology Acceptance Model (TAM) and selected CPV variables which may impact Smartphone purchase intention among working professionals.
In this 21 st century, mobile phone manufacturers have experienced a tremendous change in customer choice preferences and purchasing behavior, which has led scholars to explore a new horizon of research. This paper tries to discover the choice standards of customer in the mobile phone market. The purpose of this study is to discover the underlying factors that affect the customers buying decision. Research data were collected by a reasoned sampling method covering various socioeconomic and cultural groups. Structured questionnaires were developed based on empirical research with five points Likert scale. Inferential and descriptive statistical tools were used to analyze the study. The results of the study support the entire hypothesis. The findings suggest that consumers buying decisions are mostly affected by the price, social influence and brand name of the mobile phone. In addition, innovative features, after sales service and multimedia factors also have a significant impact on the consumers buying decision.
ビジネス アカウンティングレビュー, 2012
Mobile phone has significantly extended its purpose from merely a voice communication tool into a multipurpose personal communications device in less than three decades. Users in many developed markets are now moving into web-based applications includes various services of information, entertainment, financial and education. Mobile usage experience has both tangible and intangible aspects, thus considered as hybrids of product and services.
Data collection represents the most effort-intensive stage of any marketing research exercise, especially in cases sampling frame is unavailable. Sub-optimal bypasses in form of student surveys or surveys employing convenience sampling have become common. In modern era, where laptops and smartphones enable easy accessibility of respondents online, this study utilizes Facebook advertisement as a source of data collection to measure the construct of user experience for interactive products. Modern digital devices, like smartphones, are a source of a variety of experiences for the user. Design teams at various smartphone manufacturers are struggling every day to create products which provide complete consumer experiences. This work not only proposes a framework for describing the same with usability, social value and pleasure in use, but also tests the scales for each by empirical validation. Data collection process through Facebook, as a sample frame, is something yet to be seen in marketing literature. This work goes the distance in not only demonstrating the efficacy of using Facebook advertisement as a viable data collection tool but also developing a framework to measure consumption value. Outcomes of the study, should promote further research using this sampling frame for future research, especially in the area of marketing.
Marketing Intelligence & Planning, 2017
Purpose The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived value drawn from perceptions of the product’s aesthetics, or whether there is a direct relationship from aesthetics to purchase intention. Design/methodology/approach Mixed methods consisting of two focus groups, a pilot and large online surveys were used for instrument confirmation and data collection. Data were analysed and hypotheses were tested using partial least squares structural equation modelling techniques. Findings Aesthetics’ primary effect on purchase intention is not direct, but rather indirect through perceived social and to a lesser extent, perceived emotional value while the importance of aesthetics on perceived functional v...
Jurnal Riset Ekonomi Manajemen Bisnis Dan Akuntansi, 2014
Smartphones are the common mobile phone as we know, also a new kind of technology that have a capability equal as computer to do every day job. Values from using smartphones influence college student to choose which smartphones to use as the best choice and the right tools to use. The purpose of this study to analyze influence of consumption value on choosing smartphones among college student in Manado. Where the independent variables are conditional value, functional value, emotional value, and epistemic value influence the consumer choice as the dependent variable. This research aim college student use smart phones in Manado. This study has been conducted through literature study as well as questionnaire administered survey. The research method associate with multiple regression analysis method with 100 respondent of different age groups, income and occupation have been consider for the survey. The collected data were analyzed to comply with the objectives and also to draw conclusions. Conditional value influence college student to choose smartphones especially phone itself. Most of college student choose Iphone because its simplicity in extent, features that are used, and nature. Consequently, in general, the researcher believes that analysis of the demographic characteristics can explain the research findings of the influential factors and the ones insignificant to the decision making process. From this research are most of the consumers choose the smart phone based on conditional value concluded that consumption values do influence consumer choice within the college student that uses smart phone in Manado.
International Journal of Innovation and Learning, 2015
This work studies the usability, acceptance and adoption of technological products which consumers choose for their hedonic value but which are justified by such consumers on utilitarian grounds. The principal objective of this article is to discuss the behaviour of users of netbooks for didactic purposes. In order to analyse this behaviour which in this case is concerned with the usage and value perceptions that define consumer preferences, a 'netnographic' analytic method is used, which, similar to an ethnographic approach, examines the behaviour of individuals through a (written) description of the needs and values of virtual communities and cyberculture. The authors argue that the utilitarian value of the product is not key in its position and acceptance in the market; when the product presents ambiguous values (both utilitarian and hedonic), consumers tend to base their preference on the product's hedonic values. It is also argued that technological products link satisfaction to social status, creating differentiation through the level of actualisation of the users' products and a utilitarian preference for integrated products, given practical applications of these integrated features.
Asian Journal of Media and Communication, 2021
This study aims to understand how utilitarian features of a mobile application moderate purchase motivations and intentions among users and non-users. Taking a case of cinema ticket purchase in the Iranian context, this study has collected empirical data through a questionnaire from 240 respondents. Multiple regression analysis was used to analyze data. Motivational variables were grouped into four groups: functional motivations, convenience-based functional motivations, product motivations, and service motivations. In addition, the gender issue of the consumer was also considered. This study finds that such motivational factors significantly affect consumers’ motivations, both male and female consumers. Analysis on gender shows no significant differences among male and female consumers. Therefore, these factors should be considered in formulating marketing communication strategy and media management, especially for non-users. Further research should consider other motivational fact...
This exploratory research tries to identify the determinants which affect the attitude of a buyer. The study explores the psychographic, socio-economic and demographic dimension and finds to what extant these factors affect the value perception of the product. Study tries to identify whether product is used as functional product or as a status symbol or luxury product Previous research has established that hedonism plays a strong role in positioning the product, but how individuals’ dimensions play important role in determining product’s luxury image has not been explored deeply. This research attempts to find the differentiator of hedonism of non food products and evolve a model that can help to predict the determinants affecting hedonic value perception of cellular phone. Data for the research was collected from different inner and outer cities of India, using quota sampling technique, and respondents were contacted through the shop stop method. The questions were rated on a 5-point Likert scale. All measures were evaluated on SPPS 16. The results show that the hedonic values perception for non food products of inner city consumers depends mainly on order wise age, lifestyle, and education of the buyer where as for outer city it depends on education, income and marital status of the consumers. Results also showed the influence of ethnicity in consumers’ hedonism for the product. Key Words: Hedonism, Demographic, Buying Behaviour, Non Food Products, Cellular phone
This study investigated the influence of socio-demographic factors on the consumption values of mobile phone users in Ibadan and Makurdi. Seven hundred and sixty three respondents participated in the survey. Four hundred and eighteen (418) and 345 of the respondents were Yoruba and Tiv extractions respectively. There were 462 (60.6%) males and 301 (39.4%) female. Three hundred and seventy three (49.3%) were singles whereas 383 (50.2%) were married. The minimum age of the respondents was 18 years; the maximum was 68 years with a mean of 31.54 years and a standard deviation of 8.98.
This exploratory research tries to identify the determinants which affect the attitude of a buyer. The study explores the psychographic, socio-economic and demographic dimension and finds to what extant these factors affect the value perception of the product. Study tries to identify whether product is used as functional product or as a status symbol or luxury product Previous research has established that hedonism plays a strong role in positioning the product, but how individuals’ dimensions play important role in determining product’s luxury image has not been explored deeply. This research attempts to find the differentiator of hedonism of non food products and evolve a model that can help to predict the determinants affecting hedonic value perception of cellular phone. Data for the research was collected from different inner and outer cities of India, using quota sampling technique, and respondents were contacted through the shop stop method. The questions were rated on a 5-point Likert scale. All measures were evaluated on SPPS 16. The results show that the hedonic values perception for non food products of inner city consumers depends mainly on order wise age, lifestyle, and education of the buyer where as for outer city it depends on education, income and marital status of the consumers. Results also showed the influence of ethnicity in consumers’ hedonism for the product. Key Words: Hedonism, Demographic, Buying Behaviour, Non Food Products, Cellular phone
Background & Objectives: Smart Phones have become very popular among youths, especially students and young professionals these days. A Smartphone is not just a mobile phone, it is more than a mobile phone. Except calling and messaging one can do many other functions like internet connectivity, instant messaging on yahoo, Skype, Facebook and other social media sites, video calling, audio calling media player etc. The present study tries to explore key motivating factors which affect consumer purchase behaviour towards smart phones. The study tries to find out the motives and reasons behind using Smart Phones by the consumers. It has also been attempted to find out if there is any significant difference between male and females respondents regarding the most important criteria while purchasing Smartphone. Methods: A sample of 70 respondents was selected from among the students of University of Lucknow and they were provided a questionnaire having 15 statements along with the demographic information. They had to rate their opinion on 7-ponit Likert scale ranging from 1= strongly disagree to 7= strongly agree with 4= neutral. Results: Factors Analysis extracted four major factors – Product Features, Prestige, Usage and Social Influence which are responsible for shaping consumer behaviour towards Smart Phones. Significant difference was found between the responses of male and females for product features and social influence factor only. Conclusions: Product features like price, quality, reliability, after sales service and latest features play a crucial role while purchasing Smartphone. The purchase decision is highly influenced by social groups- family friends & colleges. Having Smartphone is considered as a prestige factor now a days and consumers usually purchase Smartphone for connecting on social media sites and for playing games. Keywords: Smartphone, consumer behaviour, factor analysis
Information & Management, 2010
Hedonic digital artifacts have become prevalent in today's society. Their users typically pay for them, and in exchange are generally provided with benefits involving enjoyment. Today's research on technology adoption and use, though, has focused mostly on organizational or personal aids that provide efficiency and effectiveness and are free of charge for users. To bridge this gap, we identified several value drivers of hedonic digital artifacts and measured them in the context of mobile phone ringtones using the theory of consumption values. Hypothesis testing was performed using PLS on data collected from 422 ringtone users. Results confirmed that the overall value of hedonic digital artifacts is a third-order composite assessment, which successfully predicted behavioral usage and positive word-of-mouth intentions. Theoretical and practical implications were discussed. ß
Business & Information Systems Engineering, 2014
With the increasing number of usage-based offerings, such as smartphone apps, consumers' usage processes are becoming increasingly relevant for scientific research. Thus, the concept of value-in-use is of particular importance. The paper presents a method for analyzing usage processes and capturing value-in-use. Based on a study of smartphone usage, the approach developed shows that valid value dimensions can be identified which characterize value-in-use. The proposed method proves to be a promising approach for value-in-use conceptualization.
Attracting new users is critical for the success of new information and communication technologies (ICT) such as mobile data services (MDS). Given the rapid growth and large investments in ICT, it is important to understand the formation processes of user behaviors in the ICT environment. This study develops a theoretical framework to examine the role of utilitarian and hedonic values in an MDS adoption phenomenon. This study also presents an investigation of the key antecedents of utilitarian and hedonic values to understand the mechanism of enhancing these values. This study posits information quality, system quality, and perceived fee as the key antecedents of utilitarian and hedonic values. The proposed research model is empirically evaluated by using survey data collected from 120 potential adopters. The results of this study show that the adoption intention is solely determined by utilitarian value. The findings also indicate that the information quality and perceived fee play a significant role in the formation of adoption intention of MDS. Theoretical and practical implications of the findings are discussed.
International Journal of Interactive Mobile Technologies (iJIM)
This paper examines attitudes towards smartphone characteristics (features, functions and relative advantage indicators) from the users' perspective. A questionnaire survey was conducted among smartphone users (n=486) from different countries, however, most of the respondents were Azerbaijanis or Hungarians. The results of the survey were analyzed using Principal Component Analysis which enables to group the most important variables based on their correlations. Six components were extracted and 65% of the total variance was explained by the components. Surprisingly, Personal Digital Assistant tasks and Technical Features seem to be more important for smartphone users than Relative Advantage indicators (i.e. including the price of the handset). The main purpose of the mobile/smartphonesbeing in touchexplains less than seven percent of the total variance. Afterward, the respondents were clustered in 5 groups according to Rogers' [2003. Diffusion of innovations (5th ed.). New York, NY: Free Press] adopter categories, using the results of PCA for K-means cluster analysis. Based on the output of cluster analysis and final cluster centers, the adopter categories were defined. The results illustrate that the number of innovators and early adopters is significantly high in comparison with the original numbers offered by Rogers.
2018
Smartphone usage has proliferated in recent years. Nowadays people seem to become dependent towards Smartphone due to its convenience, great camera features, easy applications installations, and more importantly, it can do most of the computer functions on the go. In this technology and competitive era, this study aims to explore the key factors which motivate consumers to purchase and use Smart Phones. Further, the reason behind usage of smart phone is found and to identify the customer attitude towards smart phone and finally to know the customer’s satisfaction level towards smart phones. This study is more essential for Smartphone companies as their sales and profit will be depend upon on customer perception. Overall this study will facilitate the improvement of Smartphone industry in the view of customer perception and their attitude.
Ushus - Journal of Business Management
The paper focuses on the influence of utilitarian and hedonic factors on the buying behaviour of the Gen Y consumers while purchasing smartphones. The researcher has followed a mixed method approach for the research with a descriptive research design. Primary data was collected through a survey that was conducted with 450 participants which consisted of teenagers and adults aged between 16-30 years. This collected data was then quantified using mathematical tools to come to a conclusion. Secondary data was collected from online published research articles and convenience. The influence of both these factors have a different sense of impact on every individual in the buying process, but post analysis, utilitarian factors gained primacy over hedonic factors.
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