Article2007

Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study

78 citations0/0 files storedInternational Journal of Mobile Communications

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

This paper describes a comparative study investigating the influence of different reference group on consumer purchasing behaviour between the mobile phone users of USA and China. This study reveals that among the three reference group influence examined, only the utilitarian influence has resulted in statistically significant difference between China and US mobile phone buyers, and another two reference group influences, informational and value-expressive, have relative insignificant impacts. Based on the results of this study, managerial insights and practical implications for marketing strategies in the mobile phone market are recommended accordingly.

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References

1976Individualism and Collectivism 1998Converging measurement of horizontal and vertical individualism and collectivism.1989Measurement of Consumer Susceptibility to Interpersonal Influence 1982Reference Group Influence on Product and Brand Purchase Decisions 1967Medical Innovation: A Diffusion Study.1998Personal taste and family face: Luxury consumption in Confucian and western societies 1977Students and Housewives: Differences in Susceptibility to Reference Group Influence 1997Consumer Behavior: Building Marketing Strategy

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