Title page for ETD etd-05122012-173726

Document Type

Master's Dissertation

Author

Madevu, Hilton

URN

etd-05122012-173726

Document Title

Utilitarian and hedonic drivers of repurchase intent in consumer electronics : a study of mobile phones

Degree

MBA

Department

Gordon Institute of Business Science

Supervisor

Advisor Name	Title
Ms N Kleyn	Supervisor

Keywords

usability
functionality
cellphone
mobile phone
repurchase intent
ease of use
product features
consumer electronics
conspicuous consumption
reliability
product bundling

Date

2011-04-20

Availability

unrestricted

Abstract

This study sought to understand factors driving repurchase intentions for consumer electronics (CE) hardware and in particular mobile phones. The outcome of the study was expected to be of interest in academia and practice because it develops upon existing literature and identifies actionable variables that could be used to optimise market offerings. Based on a literature review it was hypothesised that the intent was driven by hedonic and utilitarian factors. These included conspicuousness and visibility; product bundling; reliability; technological features, usability of the product and the buyers’ age.
The study tested these hypotheses using primary data. The method was employed to confirm the postulated drivers as well as to determine the direction of the effects. Data collection was conducted through a cross sectional internet survey enumerated in August 2010. The survey reached a broad sample of 144 responders.
The analysis supported two of the six hypothesised drivers. The supported drivers were conspicuousness and usability. The recommendation was therefore to encourage the CE industry to focus on creating aesthetically appealing, fashionable devices that were intuitively easy to use requiring minimal assistance or product manuals. It also recommends that less emphasis be placed on durability, advanced features, on bundling additional extras and on targeting particular age groups.

Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Madevu, H, 2010, Utilitarian and hedonic drivers of repurchase intent in consumer electronics : a study of mobile phones, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05122012-173726/ >

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