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