ABSTRACT
This paper reported results from a questionnaire survey of consumer perception of product attributes of mobile phones and how they consider the importance of each product attribute. The questionnaire contained 35 items covering brand, physical attributes, functional attributes, and beneficial attributes. All the items were measured with 7-point Likert scale anchored from "strongly disagree" to "strongly agree". The questionnaire was administrated online to a broad sample (N=215) in China. An exploratory factor analysis was conducted to find out the latent constructs of mobile phone product attributes, which also reflect consumers' common idea of attribute category. Eight factors, accounting for 62.88% of the total variation, were identified: common functions, appearance, multimedia functions, connectivity, personal information management functions, body design, brand & country, and product image. These attribute factors can be used as a basis for understanding of product attributes and its influencing factors. Results from the factor analysis also provide information about what consumers are concerned about when they evaluate mobile phones or make purchase decisions.
