Consumer personality factors and iPhone consumption in China

Gong Sun; Jie Li; Zhiming Cheng; Steven D'Alessandro; Lester Johnson

doi:10.1002/cb.1899

Consumer personality factors and iPhone consumption in China

Gong Sun, Jie Li, Zhiming Cheng, Steven D'Alessandro^*, Lester Johnson

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

8 Citations (Scopus)

Abstract

The iPhone is an iconic brand in China. In this article, we examine the impact of various personality factors, namely attention to social comparison information, need for uniqueness and quality consciousness, on purchase intentions for the iPhone among a sample of iPhone owners as well as non-iPhone owners. We find that intention to purchase an iPhone in China is driven by personality factors of attention to social comparison, the need for uniqueness along with the decision-style of quality consciousness. Our model shows intent explains iPhone ownership quite well, especially when income is included in the model.

Original language	English
Pages (from-to)	862-870
Number of pages	9
Journal	Journal of Consumer Behaviour
Volume	20
Issue number	4
Early online date	9 Nov 2020
DOIs	https://doi.org/10.1002/cb.1899
Publication status	Published - Jul 2021

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Consumer personality factors and iPhone consumption in China

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