The impact of mobile service attributes on males’ and females’ purchase decision
In the current competitive environment where organizations have a very narrow window of opportunity to get their competitive edge, investigating the role of gender in purchase decisions is very significant for organizations as they segment the market not only on price and customer needs, but also on gender. Men and women have different characteristics and preferences which impact their purchase decisions. This paper investigates the impact of mobile service attributes on both genders by making use of Ajzen’s theory of planned behavior. Five mobile services attributes: call rates, service quality, service availability, and promotion and brand image were adopted from previous researches as independent variables. Another two variables (attitude to purchase and intention to purchase) were also taken from previous literature as dependent variables. A conceptual model was developed to construct a relation between the independent and dependent variables and then through regression analysis, we tested the hypothesis that there are differences in preference for the two genders. Through convenience sampling we have chosen 200 female and male university students. The results of the regression analysis showed that only one attribute out of five is significant for female mobile users (service quality), whereas for male users three out of five attributes are significant (service quality, service availability, and brand image). As far as Ajzen’s TPB is concerned, being male has a positive significant relation with all TPB variables (P<0.05,) and being female has a positive insignificant impact on subjective norms and perceived behavioral control, but negative insignificant influence on perceived difficulty.
Volume (Year): 8 (2013)
Issue (Month): 4 (Winter)
|Contact details of provider:|| |
When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:4:n:7. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.