Rapid technology innovation has vastly shortened new product lifecycles and causes changes in consumers’ purchasing behavior. To maintain their competitive advantages, most companies try to come out with new and innovative functions for their products so as to satisfy the ever-changing appetites of consumers. These actions increase the obsolescence rates of older generation smartphones. We believe that refurbished smartphones can be reused and sold in the secondary market to ensure a sustainable environment. Using both theoretical and empirical methods, we conducted a purchasing analysis of the iPhone secondary market using brand impression, word of mouth marketing, green consciousness, and system service as factors. This study utilized AMOS software to analyze 400 16-item questionnaires that use a 5-point Likert scale. Results obtained showed that brand impression, word of mouth marketing, green consciousness and system service significantly affect consumers’ willingness to purchase. We suggest that sellers should use internet, media and word of mouth to stimulate consumers’ desire to purchase.
關聯:
Proceedings of International Conference in Management Sciences and Decision Making
