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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 3/2013

01.05.2013

Determinants of Consumer’s Willingness to Purchase Gray-Market Smartphones

verfasst von: Chun-Hsiung Liao, I -Yu Hsieh

Erschienen in: Journal of Business Ethics | Ausgabe 3/2013

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Abstract

The study analyzes the influential factors of consumers’ willingness to purchase gray-market smartphones by considering the model of novelty seeking, status consumption, integrity, and perceived risk. Attitude toward counterfeit is used as mediation in the model. The causalities in the model of problematic willingness of consumer to purchase gray-market smartphones are hypothesized. A total sample of 350 respondents with 238 effective samples is collected by interviewing with questionnaires at the service counters of telecommunications operators. Structure equation modeling (SEM) is adopted in the analysis. Consumers’ attitude toward counterfeit goods is found to be positively related to the willingness of consumers to purchase gray-market smartphones, but perceived risk is negatively related to consumers’ willingness to purchase. As for personality constructs, integrity and status consumption are found to be negatively related to consumers’ attitude toward counterfeit goods, but novelty seeking is positively related to the attitude. Further, managerial implications for branded smartphone manufacturers and telecommunications regulators are provided by the research.
Vorheriger Artikel For All Good Reasons: Role of Values in Organizational Sustainability
Nächster Artikel The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions

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Fußnoten
1
Gray-market handsets are expected to continuously grow to 190 million in 2011.
 
2
Footwear was the top commodity seized, accounting for 38 % of all IPR seizures by value.
 
3
Smartphone market is booming in the year of 2010 with the remarkable annual growth rate of 74.4 %. Among the top five smartphone manufacturers, the annual smartphone sales growths of Samsung and HTC in 2010 were 318.2 and 165.4 %, respectively.
 
4
Source: CTS.News (2009) at http://​news.​cts.​com.​tw.
 
5
The value of SAR is a standard for evaluating how many watts per kilogram of user’s body (W/kg) absorbs the radiation dosage resulting from electromagnetic waves. The lower value of SAR means the less absorption of radiation dosage. It is an important standard for examining the safety of electromagnetic waves in the examining processes of new mobile phone.
 
6
However, Ramayah et al. (2002) found that consumers are reluctant to spend excessive amounts of money on fashion luxury goods of relatively short product life cycle, because these products are only in vogue for a short time period after which they would be considered as out-of-date.
 
7
In contrast, Apple launched only single model of iPhone 4 last year.
 
8
“White brand” are one type of gray-market smartphones that are manufactured by companies with mobile phone license that is purchased from a legal holder and official testing approved phones.
 
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Metadaten
Titel
Determinants of Consumer’s Willingness to Purchase Gray-Market Smartphones
verfasst von
Chun-Hsiung Liao
I -Yu Hsieh
Publikationsdatum
01.05.2013
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 3/2013
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-012-1358-7

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