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Factors Influencing the Purchase Intention of Mobile Phones

휴대전화 구매의도에 영향을 미치는 요인

  • 이승민 (이화여자대학교 디지털미디어학부) ;
  • 정회경 (한독미디어대학원대학교)
  • Received : 2011.07.22
  • Accepted : 2011.09.22
  • Published : 2011.09.28

Abstract

This study intends to deduce various purchase intention influential factor for mobile phone and thereby to clarify the causal relationship between these factors and purchase intention. As a result of the analysis of this study, we could know that first, when the impact about brand attitude on consumers is bigger, a positive affect is induced and the effects about personalization interface were also positive. Second, we could know that when the innovative tendency of consumers is stronger, they experience positive affects and the impact on personalization interface was also effective. However, it was clarified that when the innovative tendency is stronger, the impact on price gets smaller. Third, when the imitation tendency of consumers was higher, positive affects were induced, and when the interest in personalization interface of consumers was higher, positive affects were induced and the interest in price also gets higher. Fourth, we could check the influence of affect in the purchase intention of mobile phones.

Keywords

Mobile Phone;Purchase Intention;Affect;Imitation Tendency;Personalization Interface

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