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

• 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/

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.