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Ranking of Choice Cues for Smartphones Using the Best-Worst Scaling Method
Luis Pinto1; Erdener Kaynak2; Clement S.F. Chow1; Lida L. Zhang1
2019-01-14
Source PublicationASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
ISSN1355-5855
Volume31Issue:1Pages:223-245
Abstract

Purpose

The number of studies on the use of choice cues in the purchase decision of a smartphone does not appear to be extensive, given the size and rate of growth of the market. Surprisingly, it appears that no study of this type in the Chinese context has been undertaken. Therefore, the purpose of this paper is to fill the existing gap in the marketing literature in this area.

Design/methodology/approach

Best–Worst (BW) scaling method was used in the study. It is suggested that the method overcomes some of the biases commonly found in surveys where Likert-type scales are used, and it has superior discriminating power, because respondents are asked to rank the most and the least important factor from a group, and are thereby forced to make tradeoffs between factors.

Findings

Among the 13 choice cues, connectivity, price and memory capacity are found to be the most important, whereas recommendation from others, ease of handling and availability of apps are found to be the least important. Findings due to gender, income and age difference were also analyzed and discussed for orderly decision-making purposes.

Practical implications

The ranking of factors showing what choice cues consumers consider most or least important in a particular market helps practitioners to develop appropriate adaptation strategies for the market. The comparison of findings for gender, income and age difference can further help practitioners to devise various alternative marketing strategies for different market segments and identify underserved segments, if any.

Originality/value

The BW scaling method, however, appropriate in ranking order of importance, had never been used in ranking choice cues of smartphone purchase. Moreover, there seems to be a dearth of studies about ranking of choice cues on smartphone purchases in the Chinese context.

KeywordSmartphone Chinese Context Best-worst Scaling Method Buying Decision Process Product Attributes Ranking Of Importance
DOI10.1108/APJML-01-2018-0004
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000457988800011
Fulltext Access
Citation statistics
Cited Times [WOS]:4   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.University of Macau, Taipa, Macau
2.Pennsylvania State University at Harrisburg, Middletown, Pennsylvania, USA
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Luis Pinto,Erdener Kaynak,Clement S.F. Chow,et al. Ranking of Choice Cues for Smartphones Using the Best-Worst Scaling Method[J]. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,2019,31(1):223-245.
APA Luis Pinto,Erdener Kaynak,Clement S.F. Chow,&Lida L. Zhang.(2019).Ranking of Choice Cues for Smartphones Using the Best-Worst Scaling Method.ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,31(1),223-245.
MLA Luis Pinto,et al."Ranking of Choice Cues for Smartphones Using the Best-Worst Scaling Method".ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS 31.1(2019):223-245.
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