Conventionalists,Connectors, Technoisseurs and Mobilarti: Differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers

The high penetration of mobile phones amongst the South African population presents mobile phones as an attractive interactive marketing communication medium. This paper argues that the access and actual use of different phone device features can be productively used as a segmentation approach, which may enable marketers to be more effective in planning interactive marketing communication plans. This study, based on 330 students, developed segments derived from mobile phone usage patterns using cluster analysis. The outcome revealed four clusters that were named: Connectors, Conventionalists, Technoisseurs and Mobilarti. Connectors made daily use of a full range of communication functions. Conventionalists were inclined to limit their use of mobile phone features to talking and texting. Technoisseurs were found to use a whole range of sophisticated mobile phone facilities. Mobilarti were identified as a group of expert users; using the full range of functions available to them on their phones, despite recording the lowest percentage of smartphone ownership when compared to the other groups. These groups were further profiled by analysing attitudinal and behavioural variables pertaining to two newly developed postmodern dimensions, which were introduced in the study as mobile importance as an attitudinal aspect, and social transformation as a behavioural outcome. For marketers, an understanding of the proposed segments, as well as the differences in attitudes towards mobile importance and social transformation behaviours, coupled with typical financial and social realities of these segments, allow targeting strategies that are more clearly actionable.     

Objective assessment of the effects of texting while driving: a simulator study

Recent advances in electronic communication technology led to many drivers opting to send and receive text messages while driving. This, inevitably, has a potential to distract drivers, impair driving performance and lead to crashes. This study aims to assess the risk involved in texting while driving through assessing the distraction caused and determining the change in key driving performance indicators. Twenty-one paid young male volunteers were recruited to participate in this study. Each participant drove a driving simulator on four different scenarios involving driving while texting and without texting on highways and town roads. Results showed that texting while driving led, on average, to five times more crashes than driving without texting. Due to distraction also, participants unnecessarily crossed lane boundaries and road boundaries more often while texting as compared to driving without texting. Moreover, distraction due to texting led to participants deviating their eyes off the road while texting 15 times per session, on average, more than without texting. Results demonstrated a high-risk level of distraction and clear impairment in drivers’ ability to drive safely due to texting. Based on the results, practical recommendations to combat this phenomenon are given.     

Student motorcyclists’ mobile phone use while driving in Vientiane,Laos

To investigate mobile phone use while driving among student motorcyclists in Laos, we conducted a school-based questionnaire survey in central Vientiane in May 2014. Of the 883 high school students who reported to drive motorcycles at least once a week, 40% have ever used phones while driving motorcycles in both sexes. Those phone users had longer driving exposures than non-users, with about half engaging in phone use while driving at least 2 days a week and 70% engaging for 1 min or longer on an average day. They reported not just talking on the phone while driving but operating the phone such as dialling and text-messaging. In some instances, phone use was reportedly involved in their past crash experiences. To formulate a sound policy on this emerging distracting behaviour among motorcyclists, its contribution to the occurrence of overall crashes among motorcyclists should be investigated.     

Study on mobile phone use while driving in a sample of Iranian drivers

The use of cell phone is a significant source of driver distraction. Phone use while driving can impair a number of factors critical for safe driving which can cause serious traffic safety problems. The objective of this paper was to investigate the frequency of using cell phones while driving in Iran's roads through an observational survey with a random sample of drivers, to recognize contributing factors to cell phone usage and to understand the magnitude of the problem. A total of 1794 observations were collected from 12 sites at controlled intersections, entrance and exit points of highways. The cell phone use rate among drivers (talking or texting) was estimated at 10% which is significantly higher than that in other countries such as Australia, USA and Canada. Rate of cell phone use among younger drivers (14.15%) was higher in comparison with other groups. In order to identify factors affecting cell phone use while driving, a binary logit model is estimated. Variables which significantly contribute to the rate of using cell phone were found to be the age of driver, number of passengers, presence of kids under the age of 8, time of observation, vehicle price and type of car.     

Seat-belt use still low in Kuwait: self-reported driving behaviours among adult drivers

Kuwait mandated seat-belt use by drivers in 1976 and by front seat passengers in 1994. The study objectives were to identify and estimate current factors associated with seat-belt use and levels of potentially unsafe driving behaviours in Kuwait. In 2010, 741 adults were surveyed regarding driving habits and history. Only 41.6% of drivers reported always using a seat belt. Front seat passenger belt use was more common (30.5%) than rear seat belt use (6.5%). Distracted driving behaviours were common, including mobile phone use (‘always’ or ‘almost always’: 51.1%) and texting/SMS (32.4%). Logistic regression indicated that drivers who were young (18–19 years), male, Kuwaiti nationals or non-Kuwaiti Arabs, drove over the speed limit, had traffic violation tickets or >1 car crashes in the last year, were less likely to use seat belts. Targeted initiatives to increase public awareness and to enforce car-safety legislation, including use of seat belts, are necessary to decrease the health burden of car crashes in Kuwait.     

Does the Use of Mobile Phones by Smallholder Maize Farmers Affect Productivity in Ghana?

ABSTRACT

This study evaluates the effects of mobile technology on productivity and the channels of transmission of these effects. Using propensity score matching procedures, the results show that mobile phone ownership and use significantly improves agricultural productivity. Specifically, the mobile phone improves the productivity of user-farmers by at least 261.20 kg/ha per production season. Further, we find that phone ownership and use impacts productivity more than phone use only. The identified channels of effect are extension services, adoption of modern technology and market participation. These results have key policy implications for Ghana and developing economies at large.     

Financial Vulnerability,Financial Literacy,and the Use of Digital Payment Technologies

The purpose of this study is to test the notion that the use of digital payment methods, such as paying with a mobile phone, increases the risk of financial vulnerability. Research from the USA indicates such a relationship, and we study whether this finding can be generalized to other countries. Motivated by recent changes in EU legislation related to financial transactions, we also examine willingness to use social media companies for money transfers along with sharing bank account information with third-party financial services. Exploiting data collected from a representative sample of the Norwegian adult population (n?=?2202), we identify differences in financial behaviour and characteristics between users and nonusers of different digital payment methods. In contrast to US studies, we find that mobile payment users were less financially vulnerable than nonusers and those women were more likely users of digital payment technologies than men. Younger generations and those with low financial literacy were more financially vulnerable than others, although we did not find this to be related to the use of mobile payment or other digital payment methods. The results show that there is a need for more research from different countries outside of the USA to obtain an understanding of the consequences of increased digitalization of financial services. In addition, as COVID-19 has shifted a vast amount of spending online and these newer payment technologies have become more available, we need to gain a better understanding of how they influence financial behaviour.

     

Understanding Non-Profit and For-Profit Social Marketing on Social Media: The Case of Anti-Texting While Driving

Previous studies suggest that consumers tend to infer more negative motives of for-profit sponsorship on social cause than to non-profits. The current study is aimed at identifying potential effective strategies for for-profit organizations to engage in social marketing efforts. Results showed that participants expressed lower texting while driving intentions when the message was initiated by a non-profit than a for-profit organization. For-profit messages were more likely to elicit desirable persuasive effects if their business offering was congruent with the social cause. Participants' intentions to interact with promotion messages on social media predicted their offline behavioral intentions regarding the promoted behaviors.     

Food consumption,lifestyle patterns,and body mass index of a group of white South African students

There is worldwide concern that higher education students are increasingly engaging in unhealthy eating and lifestyle practices. A total of 488 white students participated in a study aimed at investigating the current food consumption and related lifestyle patterns of students at a South African residential university. The respondents’ self‐reported weight and height was used to calculate their body mass index (BMI). Closed and open‐ended questions measured aspects of the respondents’ usual eating patterns and lifestyles. The meal patterns and composition confirmed Western‐orientated food practices, as the majority consumed three meals a day, with in‐between meal snacking, and a different meal pattern over weekends. Respondents’ food intake was further characterized by a low intake of fruit, vegetables, and dairy products and frequent consumption of foods high in fat, sugar, and sodium. Although the majority (66.8%) of the study group were classified as normal weight according to their BMI, when comparing males and females, more males than females were overweight and obese. Only 54% of the males had a normal weight compared to 82% of the females. There was, however, no statistically significant difference (p = 0.149) between how males and females in the different BMI groups felt about their weight. The study also explored the relationships between the respondents’ BMI, gender, food consumption patterns, and type of residence. The features of the food consumption patterns were depicted according to whether breakfast was eaten or not; snacking activity between meals; the consumption of ready‐prepared convenience meals, fast foods; home‐cooked meals; and eating out. There were no statistical significant differences between the BMI categories of males and females regarding their habit to eat breakfast or not; and to snack between meals either during the morning, in the afternoon or after supper. Similarly, no statistical significant differences were noted when relating the BMI categories of the gender groups to the frequency of consumption of ready‐prepared, convenience type meals, fast foods, and home‐cooked meals. However, a statistical significant difference (p‐value 0.006) was found between BMI categories per gender and general frequency of eating out. No statistical differences was noted between BMI categories, gender and place of residence irrespective of the type, whether the student lived with parents, independently in a flat or apartment, or a house with friends or a room, or in a university residence.     

A cognitive and behavioral hierarchical decision‐making model of college students' alcohol consumption

This study examined college students' drinking behaviors from a consumer behavioral perspective. A consumer‐oriented, cognitive, and behavioral‐hierarchical decision‐making model was developed and tested with the use of structural equation modeling. Questionnaires were collected from undergraduate students ( n = 269) attending a large state university in the southwestern United States. Results indicated that personal values can serve as significant predictors of the attitudes college students have toward alcohol use, which in turn can predict intentions to drink. Results also indicated that intentions to drink are strongly related to actual alcohol consumption, and that gender‐predicted attitudes and alcohol use during the past month influences intentions to drink. However, the structure of the model was similar after controlling for gender differences in alcohol use and for the stability of past behavior. The model delineated the specific roles played by personal values (self‐actualizing values vs. social–hedonic values) and attitudes toward the physical and psychological consequences of drinking. Overall, social–hedonic values and psychological consequences predicted actual alcohol consumption far better than did self‐actualizing values and physical consequences, respectively. Theoretical and practical implications are discussed, and directions for future research are suggested. © 2005 Wiley Periodicals, Inc.     

Mobile Phone Use,Transaction Costs,and Price: Evidence from Rural Vegetable Farmers in Cameroon

ABSTRACT

The widespread use of mobile phones in Cameroon should be translated into increased farmers’ income by reducing information-search costs. This study seeks to investigate the effects of mobile phone use on transaction costs related to price information search. Ordinary least-square estimations reveal a positive relationship between mobile phones use and transaction costs. The results show that farmers’ use of mobile phones increases their transaction costs for carrots and tomatoes, unlike for cabbages. This paper suggests the establishment of vegetable information centers that can serve as an interface between stakeholders in agriculture by channeling adequate and timely information to farmers.     

Understanding Voluntary Intentions within the Theories of Self-Determination and Planned Behavior

This survey study aimed to test the usefulness of an integrated model that combines self-determination theory (SDT) and the theory of planned behavior (TPB) in explaining volunteers’ intention to continue. Participants (N = 284) completed a survey form measuring the psychological constructs derived from SDT (i.e., autonomous and controlled motivations) and the TPB (i.e., attitudes, subjective norms, perceived behavioral control [PBC], and intention). Results of path analysis showed that autonomous motivation positively predicted attitudes (β = 0.47, p < 0.01) and PBC (β = 0.39, p < 0.01). Conversely, controlled motivation was negatively associated with attitudes (β = -0.16, p < 0.01) and PBC (β = -0.18, p < 0.01). Attitudes (β = 0.39, p < 0.01) and PBC (β = 0.49, p < 0.01) were then positively related to intention. The integrated model is generally supported in the context of volunteerism, and it may better explain voluntary retention than only use SDT or the TPB.     

Mobile Phone Service Providers Shift to No-Contract Plans: Implications on Customer Retention

ABSTRACT

Findings indicate that, regardless of the flexibility and cost saving advantages of no-contract mobile phone service plans for customers, a majority of younger customers in the United States continue to patronize contract-based plans. Conversely, the data show that older customers tend to appreciate the flexibility and financial savings that come with buying no-contract plans. Also, the study finds that the customer's decision to finance the cost of a mobile device with the provider is independent of the customer's age. The article discusses theoretical and practical implications.     

The young and the reckless: Social and physical warning messages reduce dangerous driving behavior in a simulator

Road accidents are mostly avoidable and young males seem to be the group most prone to adopt dangerous driving behavior. Many efforts have been made to specifically target this group using two different kinds of warning messages: social and physical warnings. The relative effectiveness of these warning messages has never been compared directly, and their direct effectiveness has never been assessed in a realistic driving simulator to observe possible immediate changes in behavior while driving. Fifty young Israeli drivers (27 women) performed a driving task in a life-size driving simulator before and after watching either a physical or a social warning message. We compared the subject's driving behavior in terms of collisions, speed excesses, and non-compliance with traffic lights before and after watching the warning videos. We show that physical and social warning messages both had an immediate positive influence on reckless driving behavior in a realistic driving scenario, and that viewing the social video had a greater impact on men than on women. Our results indicate that both kinds of warning messages are effective in immediately reducing reckless driving behavior, but that publicity campaigns targeting specifically young males would benefit from developing social warning messages.     

Attitudes towards business ethics of business students in Malaysia

The main objective of this paper is to assess the attitude of a group of Malaysian business students towards business ethics. The survey results indicate that the respondents in general are of the opinion that the businesses in Malaysia consider ethics as secondary. A greater emphasis on ethical values in the business curricular has been strongly supported by the respondents. Moreover, the majority of the respondents believe that moral/ethical education and top management attitudes are the most important factors influencing ethical standards in business practices.Dr Kazi Firoz Alam is a Senior Lecturer at the Department of Accountancy, Massey University, New Zealand. He has been teaching Accounting to MBA students since 1984 and has supervised Masterate students in different areas of accounting, including accounting and tax ethics. He has written three books on Accounting and Taxation and has published articles on Corporate Taxation and Company Financial Policy, The Influence of Tax Incentives on Investment Decisions, Taxation and Company Dividend Policy and Business Ethics. Some of the journals where his publications have appeared includeMetu Studies in Development, Managerial and Decision Economics, Accounting Forum, Investment Analysts Journal andJournal of Business Ethics.     

The effect of exposure to sexual appeals in advertisements on memory,attitude, and purchase intention: a meta-analytic review

Researchers have often attempted to answer the question, ‘Does sex sell?’ In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = ?0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = ?.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = ?.22, p < .05), but no effect on purchase intention (d = .01, p = .94).     

Driving behaviours,traffic risk and road safety: comparative study between Malaysia and Singapore

The present study aims to investigate differences in road safety attitude, driver behaviour and traffic risk perception between Malaysia and Singapore. A questionnaire-based survey was conducted among a sample of Singaporean (n = 187) and Malaysian (n = 313) road users. The data was analysed using confirmatory factor analysis and structural equation modelling applied to measure comparative fit indices of Malaysian and Singaporean respondents. The results show that the perceived traffic risk of Malaysian respondents is higher than Singaporean counterparts. Moreover, the structural equation modelling has confirmed perceived traffic risk performing the role of full mediation between perceived driving skills and perceived road safety for both the countries, while perceived traffic skills was found to perform the role of partial mediation between aggression and anxiety, on one hand, and road safety, on the other hand, in Malaysia and Singapore. In addition, in both countries, a weak correlation between perceived driving skills, aggression and anxiety with perceived road safety was found, while a strong correlation exists with traffic risk perception. The findings of this study have been discussed in terms of theoretical, practical and conceptual implications for both scholars and policy-makers to better understand the young drivers’ attitude and behaviour relationship towards road safety measures with a view to future research.     

需求价格弹性理论的一个应用——大学生手机消费的实证分析

本文基于弹性理论与回归分析等方法,分别从几个方面对当今大学生的手机消费现象作了较为深入的研究。文中通过对江苏省高校在校学生的手机消费情况进行实证分析,得出了一系列具有参考价值的数据,并以此对国内的手机行业和手机市场提出了一些合理的建议和策略。     

Japan's Quest for M-Commerce Dominance

Abstract

NTT DoCoMo's I-mode system is one of the most successful stories in mobile communication industry. The system has expanded the spectrum for mobile phone users to do more than just phone calls. Although I-mode is primarily used in Japan, its business model and the strategy of doing business may have a profound impact on world's m-commerce in the near future.