Conceptualizing factors that influence consumers´ mobile phone purchase

Mobile phones have a long history beginning in 1950s, with hand-held devices since 1983. Despites this long history, there are not many studies focusing on consumers´ behavior towards mobile phones, particularly in Malaysia. Research on consumers´ purchase intention in telecommunication devices is mainly conducted overseas. This paper focuses on the effects of brand image, product knowledge, product quality, brand loyalty, and product price on consumers´ purchase intention. The aim of this paper is to conceptualize the factors that could influence the intention to purchase a mobile phone. The framework will be underpinned on consumer behavior theories as well as technology acceptance related ideas. We are hopeful that this framework would be useful to research and practice in providing added insights into specific construct development and validation, and in providing some managerial guidance on what matters to consumers and what informs their decision to select and buy a particular mobile device, respectively.