CONSUMER ATTITUDES AND CHOICE BEHAVIOUR: A STUDY OF MOBILE TELECOMMUNICATION SERVICE USERS
Abstract
Persistent and increasing technological development has changed the pattern of life over the course of several decades. In fact, this phenomenon has shrunk the world, especially, in terms of transportation and communication to such an extent that the world is now seen as a global village. Mobile phone communication is one of the most important communication means in the modern human life. Since its advent, it has touched and impacted on almost every aspects of our daily life: ranging from family communication, to social interaction, to business transaction and so on. Nonetheless, service providers in the telecommunication industry face challenges of competition. Therefore, this paper intends to investigate consumers’ attitude and behaviour towards choosing mobile phone service providers. The review explores consumption value theory to determine the effect of network value, conditional value, emotional and epistemic value on attitude. Moreover, the paper also examines the mediating role of attitude between the consumption values and behaviour.
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