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

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 intenti...

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Main Authors: Arman, Hj. Ahmad, Izian, Idris, Siti Suhana, Alias, Wen, Ching Yen, Adibah, Zainualdin, Rafiatul Adlin, Hj Mohd Ruslan, Diananda Fitri, Pitari
Format: Conference or Workshop Item
Language:English
Published: 2020
Subjects:
T Technology (General)
Online Access:http://ur.aeu.edu.my/728/1/ExcavateTheImpactofWordofMouthTowardstheIntentiontoPurchaseMobilePhoneAmongOlderConsumers%20%281%29-2-14.pdf
http://ur.aeu.edu.my/728/
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spelling my-aeu-eprints.7282020-05-19T07:04:48Z http://ur.aeu.edu.my/728/ “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers Arman, Hj. Ahmad Izian, Idris Siti Suhana, Alias Wen, Ching Yen Adibah, Zainualdin Rafiatul Adlin, Hj Mohd Ruslan Diananda Fitri, Pitari T Technology (General) 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. 2020-03-03 Conference or Workshop Item PeerReviewed text en http://ur.aeu.edu.my/728/1/ExcavateTheImpactofWordofMouthTowardstheIntentiontoPurchaseMobilePhoneAmongOlderConsumers%20%281%29-2-14.pdf 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.
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
topic T Technology (General)
spellingShingle T Technology (General)
Arman, Hj. Ahmad
Izian, Idris
Siti Suhana, Alias
Wen, Ching Yen
Adibah, Zainualdin
Rafiatul Adlin, Hj Mohd Ruslan
Diananda Fitri, Pitari
“Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
description 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.
format Conference or Workshop Item
author Arman, Hj. Ahmad
Izian, Idris
Siti Suhana, Alias
Wen, Ching Yen
Adibah, Zainualdin
Rafiatul Adlin, Hj Mohd Ruslan
Diananda Fitri, Pitari
author_facet Arman, Hj. Ahmad
Izian, Idris
Siti Suhana, Alias
Wen, Ching Yen
Adibah, Zainualdin
Rafiatul Adlin, Hj Mohd Ruslan
Diananda Fitri, Pitari
author_sort Arman, Hj. Ahmad
title “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
title_short “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
title_full “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
title_fullStr “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
title_full_unstemmed “Excavate” The Impact of Word of Mouth Towards the Intention to Purchase Mobile Phone Among Older Consumers
title_sort “excavate” the impact of word of mouth towards the intention to purchase mobile phone among older consumers
publishDate 2020
url http://ur.aeu.edu.my/728/1/ExcavateTheImpactofWordofMouthTowardstheIntentiontoPurchaseMobilePhoneAmongOlderConsumers%20%281%29-2-14.pdf
http://ur.aeu.edu.my/728/
_version_ 1669010554438549504
score 13.211869

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