Ấn phẩm
The Effct of Prestige Sensitivity on Price Acceptance in Vietnam’s Mobile Phone Market
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Tóm tắt
The purpose of this study is to examine the effct of prestige sensitivity on mobile phone customer’s price acceptance in Vietnam and the mediating role of product knowledge and price mavenism on this relationship. We used the convenience sampling method for data collection via questionnaires with a sample of 605 consumers who purchased mobile phones. The collected data was analysed by applying a structural equation modelling method. The result indicates that prestige sensitivity has both direct and indirect effcts on price acceptance via product knowledge and price mavenism. The fidings suggest that prestige sensitivity can be used as a market segmentation criterion for mobile phones when making price decisions and providing customers with adequate information could improve price acceptance.
Mô tả
Commerce
Tác giả
Nguyen, Thi Huyen
Tác giả khác
Nguyen, Minh Ngoc
Người hướng dẫn
Nơi xuất bản
Nhà xuất bản
Kinh Tế Quốc Dân
Năm xuất bản
2018
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Mobile phone , prestige sensitivity , price acceptance , price mavenism , product knowledge.
