The Effects of Foldable Phone Types on Product Attitude and Purchase Intention: Moderating Effects of Pursued Benefits and Gender

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Dong-Seok Lee, Gwi-Gon Kim


Background/Objectives: This study was done to examine the effect of the types of foldable smartphone (hereafter will be called foldable phone) (book-type vs. clamshell-type) on product attitude and purchase intention of consumers, and moderating effects of benefits pursued by consumers and gender of them.

Methods/Statistical analysis: To create the data, this study did a survey to college and graduate school students and common people in Korea. Among collected 509 copies of the questionnaire, 494 copies (251 for book-type; 243 for clamshell-type) were used for analysis excluding 15 which were not sincerely filled out.  To test hypotheses, this study used t-test, two-way ANOVA, and regression analysis.

Findings: Data analysis showed that respondents were more favorable to book-type foldable phone which folds horizontally than clamshell-type one folding vertically. Second, those who seek symbolic benefits favor book-type product more than those seeking functional benefits, proving the moderating effect of the kind of benefits pursued. Third, there was no moderating effect of gender. While book-type foldable phone was favored more by male respondents than by females, and clamshell-type was favored more by females, the findings were not statistically significant. Fourth, product attitude on foldable phone positively affects product attitude.

Improvements/Applications: It is expected that, given the expansion of sales of foldable phones across the world, the findings of this study can provide practical hints to smartphone makers and communication companies in establishing marketing strategies. It is also expected that in establishing advertisement strategies through various media, related companies can refer to the findings of this study in selecting and attacking target customers.

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