Authors : Ngoc-Long Nguyen and H.E. Ai-Zhong
Abstract: Our study aims to clarify the simultaneous impact of personality traits and sociodemographicson mobile phone selection criteria. We evaluate the independent effects of gender and age factors affecting mobile phone selection criteria and the combination of two groups to investigate the effect of all factors on the outputs. This study used a survey method of 362 white-collar workers who have had at least one cell phone. The data was described and processed by R-statistics. Analysis of logistic regression and linear regression models wereemployed to access the associations of variables. The research results showed the effects of personality and sociodemographic facets to the mobile phone style choice, the brand name selection and the price acceptance. Because the data were collected only in Ho Chi Minh city, the results may be varied when adding expanding to the different geographical regions or more independent variables. The study helps to have a completed view of South Eastern Asia consumers of the feature and smart phone market here. This is the first study to access the association between personality, age and gender with the price acceptance and is a pioneer to investigate the characteristics of mobile phone consumers in Asia.
Ngoc-Long Nguyen and H.E. Ai-Zhong, 2016. A Study on Personalities Affecting Smartphone Selection Criteria in Vietnam. International Business Management, 10: 2437-2443.