Article Abstract

	Title:	Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study
	Author:	Jiaqin Yang, Xihao He, Huei Lee
	Address:	Management Department, Georgia College and State University, Milledgeville, GA 31061, USA. ' Georgia College and State University, Milledgeville, GA 31061, USA. ' Department of Computer Information Systems, Eastern Michigan University, Ypsilanti, MI 48197, USA
	Journal:	International Journal of Mobile Communications 2007 - Vol. 5, No.3  pp. 319 - 338
	Abstract:	This paper describes a comparative study investigating the influence of different reference group on consumer purchasing behaviour between the mobile phone users of USA and China. This study reveals that among the three reference group influence examined, only the utilitarian influence has resulted in statistically significant difference between China and US mobile phone buyers, and another two reference group influences, informational and value-expressive, have relative insignificant impacts. Based on the results of this study, managerial insights and practical implications for marketing strategies in the mobile phone market are recommended accordingly.
	Keywords:	consumer purchasing behaviour; social reference groups; group influence; mobile communications; marketing strategy; mobile phones; USA; United States; China.
	DOI:	10.1504/IJMC.2007.012397
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