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“Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers

Arman, Hj. Ahmad and Izian, Idris and Siti Suhana, Alias and Wen, Ching Yen and Adibah, Zainualdin and Rafiatul Adlin, Hj Mohd Ruslan and Diananda Fitri, Pitari (2020) “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers. In: World Marketing Conference 2020, 3rd March 2020, Universiti Kuala Lumpur, Malaysia.

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Mobile phones in modern times are a ‘must have’ item in keeping up with the latest happenings. Internal and external influences can however impact consumers’ intention to purchase mobile phone. This paper aims to investigate the impact of word of mouth (WOM) towards older consumer’s purchase intention for mobile phones. Literature indicated that older consumers are vulnerable to this sort of influence especially when they deemed the content of advertising message originated from a credible source. Furthermore, emotional appeal messages are influential in the behavioral purchase intention of older population compared to younger population due to the limited time perceived by older consumers and their decreased cognitive abilities. Primary data in this study is collected by self-administered questionnaire involving 180 respondents selected through the simple random sampling approach. The sample population was all pre-determined to be aged above 50 years old. Analyses of data collection were done using SPSS in order to test the proposed hypotheses. Findings from this study aids marketers with their marketing campaigns of mobile phones with enhanced understanding of older consumer’s segment which possesses higher disposable income and purchasing power.

Item Type: Conference or Workshop Item (Paper)
Subjects: T Technology > T Technology (General)
Divisions: AeU Knowledge Centre
Depositing User: Aida Rashidah Maajis
Date Deposited: 19 May 2020 07:04
Last Modified: 19 May 2020 07:04

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