Influence of gender difference in reference group on
(2011)Department of Business Administration
- Abstract
- Smartphone becomes the popular item nowadays and
there are some studies indicated that reference group
could influence mobile phone’s purchasing decisionmaking
process. Theoretically, previous studies about
reference group have shown that demographic factors of
consumers such as age and nationality can affect the
reference group influence. However, none of them have
studied the demographic differences in reference group.
This study explores the impact of different genders in
different reference groups on Smartphone users’
purchase decision-making process and its impacts on
different types of influences.
Reference group influence on Smartphone users is
explored by questionnaire method. The data were
collected via online survey. The targeted... (More) - Smartphone becomes the popular item nowadays and
there are some studies indicated that reference group
could influence mobile phone’s purchasing decisionmaking
process. Theoretically, previous studies about
reference group have shown that demographic factors of
consumers such as age and nationality can affect the
reference group influence. However, none of them have
studied the demographic differences in reference group.
This study explores the impact of different genders in
different reference groups on Smartphone users’
purchase decision-making process and its impacts on
different types of influences.
Reference group influence on Smartphone users is
explored by questionnaire method. The data were
collected via online survey. The targeted respondents
are Smartphone users age from 25 to 34. Univariate
technique is the main technique of data analysis. In fact, the influences which are caused by reference
group on Smartphone users decision making process are
much higher than what we expected. We have found out
that male referents have higher influences during
current Smartphone users purchasing decision making
process. Male referents also have stronger informational
and utilitarian influences but female referents have
higher value-expressive influences. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1982671
- author
- Jin, Ran and Punpanich, Weeramon
- supervisor
- organization
- year
- 2011
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- reference group, Smartphone, consumer behavior, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1982671
- date added to LUP
- 2011-06-01 00:00:00
- date last changed
- 2012-04-02 19:04:27
@misc{1982671,
abstract = {{Smartphone becomes the popular item nowadays and
there are some studies indicated that reference group
could influence mobile phone’s purchasing decisionmaking
process. Theoretically, previous studies about
reference group have shown that demographic factors of
consumers such as age and nationality can affect the
reference group influence. However, none of them have
studied the demographic differences in reference group.
This study explores the impact of different genders in
different reference groups on Smartphone users’
purchase decision-making process and its impacts on
different types of influences.
Reference group influence on Smartphone users is
explored by questionnaire method. The data were
collected via online survey. The targeted respondents
are Smartphone users age from 25 to 34. Univariate
technique is the main technique of data analysis. In fact, the influences which are caused by reference
group on Smartphone users decision making process are
much higher than what we expected. We have found out
that male referents have higher influences during
current Smartphone users purchasing decision making
process. Male referents also have stronger informational
and utilitarian influences but female referents have
higher value-expressive influences.}},
author = {{Jin, Ran and Punpanich, Weeramon}},
language = {{swe}},
note = {{Student Paper}},
title = {{Influence of gender difference in reference group on}},
year = {{2011}},
}