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A Study on How Perceived Product Concept Affects the Repurchase Timing of Mobile Phones

&nbsp;&nbsp;As mobile phone market is on saturation, replacement purchase market is rapidly growing. Thus it gets more important to understand what factors affect buyers&quot; repurchase timing.<BR>&nbsp;&nbsp;This study focuses on how perceived product concept (or so-called “attitude functions”) affects repurchase timing of mobile phones, a typical high-tech product. Even though mobile phones are a representative durable product of these days, there haven’t been enough studies on the buyer behavior on purchasing them The objective of this study is to investigate into the relationship between how consumers perceive mobile phones and their repurchase cycles.<BR>&nbsp;&nbsp;Some of the findings of this research are as follows. First of all, eight different product concepts or views on mobile phones are found: basic function, value-added feature, fashion, convenience, status-symbol, quality, entertainment, and disturbance.<BR>&nbsp;&nbsp;Second, the more consumers relates mobile phones to value-added function, convenience, and entertainment, the shorter the repurchase duration. On the other hand, the more consumers perceive mobile phones as disturbance, the longer the repurchase cycle.<BR>&nbsp;&nbsp;Further analyses shed much insight on marketing managers of mobile phones who are concerned with product strategies.