The Role Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z
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Tartalom: http://real.mtak.hu/66380/
Archívum: MTA Könyvtár
Gyűjtemény: Status = Published

Type = Article
Cím:
The Role Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z
Létrehozó:
Nagy, Szabolcs
Kiadó:
Institute of Industrial Applications Engineers
Dátum:
2017
Téma:
HE2 Communications / hírközlés
Tartalmi leírás:
Mobile phones play a very important role in our life. Mobile
phone sales have been soaring over the last decade due to the
growing acceptance of technological innovations, especially
by Generations Y and Z. Understanding the change in
customers’ requirement is the key to success in the
smartphone business. New, strong mobile phone models will
emerge if the voice of the customer can be heard. Although it
has been widely known that country of origin has a serious
impact on the attitudes and purchase decisions of mobile
phone consumers, there lack substantial studies that
investigate the mobile phone preference of young adults aged
18–25, members of late Generation Y and early Generation Z.
In order to investigate the role of country of origin in
mobile phone choice of Generations Y and Z, an online survey
with 228 respondents was conducted in Hungary in 2016.
Besides the descriptive statistical methods, crosstabs, ANOVA
and Pearson correlation are used to analyze the collected
data and find out significant relationships. Factor analysis
(Principal Component Analysis) is used for data reduction to
create new factor components. The findings of this
exploratory study support the idea that country of origin
plays a significant role in many
respects related to young adults’ mobile phone choice. Mobile
phone owners with different countries of origin attribute
crucial importance to the various product features including
technical parameters, price, design, brand name, operating
system, and memory size. Country of origin has a moderating
effect on the price sensitivity of consumers with varied net
income levels. It is also found that frequent buyers of
mobile phones, especially US brand products, spend the most
significant amount of money for their consumption in this
aspect.
Nyelv:
angol
Típus:
Article
PeerReviewed
info:eu-repo/semantics/article
Formátum:
text
Azonosító:
Nagy, Szabolcs (2017) The Role Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z. JOURNAL OF MANAGEMENT AND TRAINING FOR INDUSTRIES, 4 (2). pp. 16-29. ISSN 2188-8728
Kapcsolat:
https://doi.org/10.12792/JMTI.4.2.16
MTMT:3284555; doi:10.12792/JMTI.4.2.16