The influence of lifestyle dimensions on the perceived value and purchase intention of cellular devices in South Africa

Dr Roland Goldberg, Dr Hester Spies

Vol 18 | Issue 1 pp. 111-127


Following the stimulus-organism-response (S-O-R) framework, this study examines the influence of lifestyle dimensions on the perceived value and purchase intention of cellular devices in South Africa. To collect the data, a descriptive research design was implemented and self-administered questionnaires were fielded among cellular device customers. A total of 600 questionnaires were returned and a structural equation modelling approach was used to test the hypotheses. The results confirm that consumer lifestyle dimensions of entertainment, club membership and media significantly influence perceived value. The lifestyle dimensions of shopping and fashion consciousness, however, have no significant influence on perceived value. Moreover, the indirect effect of perceived value in the relationships between all the lifestyle dimensions and purchase intention was found to be significant. Consequently, within a South African cellular device context, it can be concluded that consumers’ lifestyle dimensions significantly influence both perceived value and purchase intention.

Keywords: Lifestyle dimensions, perceived value, purchase intention, cellular devices, SOR framework.

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