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Current Issue

Journal Cover
Vol. 20 No. 1 (2018)
Home » Vol. 20 No. 1 (2018) » Article Detail
VOL. 20 NO. 1 (2018) DOI: 10.33301/JED-P-2018-20-01-06

The Effect of Prestige Sensitivity on Price Acceptance in Vietnam’s Mobile Phone Market

Authors: Nguyen Thi Huyen, Nguyen Minh Ngoc

Abstract:

The purpose of this study is to examine the effect of prestige sensitivity on mobile phone customer’s price acceptance in Vietnam and the mediating role of product knowledge and price mavenism on this relationship. We used the convenience sampling method for data collection via questionnaires with a sample of 605 consumers who purchased mobile phones. The collected data was analysed by applying a structural equation modelling method. The result indicates that prestige sensitivity has both direct and indirect effects on price acceptance via product knowledge and price mavenism. The findings suggest that prestige sensitivity can be used as a market segmentation criterion for mobile phones when making price decisions and providing customers with adequate information could improve price acceptance.
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Other Articles in this Issue:

  • Data Mining in Evaluating the Impact of Perceived Trust in the Consumption of Safe Foods in Vietnamese Households: The Case of Vegetables in Hanoi

    Authors: Tran Thi Thu Ha, Nguyen Thi Minh, Le Thi Anh, Kieu Nguyet Kim

  • Personality, Value, and Intergenerational Socioeconomic Mobility: Evidence from Vietnam

    Authors: Nguyen Hoang Oanh, Nguyen Hong Ngoc, Siraporn Srisuwan

  • Multidimensional Poverty among Households in Southwest Nigeria

    Authors: Sakiru Oladele Akinbode, Folake Elizabeth Ojediran

  • Impact of Globalization on Economic Growth in Vietnam: An Empirical Analysis

    Authors: Tran Tho Dat, Nguyen Thi Cam Van

  • Linking Country Governance Quality and Derivatives Use: Insights from Firms’ Hedging Behavior in East Asia

    Authors: Kim Huong Trang

JOURNAL OF ECONOMICS AND DEVELOPMENT - NATIONAL ECONOMICS UNIVERSITY
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ISSN: 1859-0012 (Print) | e-ISSN: 2815-5602 (Online)
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