Hedonic and utilitarian perspective of mobile phones purchase intention

Abstract

Purpose

This study sought to examine the differential effect of brand quality and brand prestige on brand purchase intentions of mobile phones by students in Ghana. The study also examined the moderating role of network effect, system quality and self-efficacy on the relationship between brand quality and prestige on purchase intentions.

Design/methodology/approach

A quantitative research approach was adopted with data collection executed through the application of a questionnaire that was self-administered. A total of 518 completed questionnaires received from the respondents were used for the analysis. Statistical analysis was pursued using a sequential analytical procedure concentrating on purchasing intentions or actual purchases with respect to the choice of mobile phone brands.

Findings

The findings indicate that the network externality, system quality and self-efficacy can stimulate the choice of mobile phone brands. The moderating effect of network externality, self-efficacy and system quality were found to be mixed.

Practical implications

Mobile phone companies should skew their investments toward improving the quality of the brand whiles developing effective marketing and differentiation strategies to enhance the brand image and create prestigious brands.

Originality/value

This paper provides researchers with a contemporary perspective toward understanding the key factors that guide students to have informed purchase intentions and enable mobile phone companies to evaluate their strategies

Citation

Owusu Kwateng, K., Yobanta, A.L. and Amanor, K. (2021), "Hedonic and utilitarian perspective of mobile phones purchase intention", Journal of Contemporary Marketing Science, Vol. 4 No. 1, pp. 44-68. https://doi.org/10.1108/JCMARS-08-2020-0035