Title: Always-on mobile phone behaviour impulsive and postmodern consumers

Authors: M. Hakan Altintas, Necmi Gursakal, Hans Ruediger Kaufmann, Demetris Vrontis, Feride Bahar Isin

Addresses: Faculty of Business and Economics, Uludag University, Gorukle Campus, 16059 Bursa, Turkey. ' Faculty of Business and Economics, Uludag University, Gorukle Campus, 16059 Bursa, Turkey. ' School of Business, University of Nicosia, 46, Makedonitissas Avenue, 1700 Nicosia, Cyprus. ' School of Business, University of Nicosia, 46, Makedonitissas Avenue, 1700 Nicosia, Cyprus. ' Economics and Administrative Sciences, Baskent University, Ankara, Turkey

Abstract: This paper investigates the antecedents of addictive-based mobile phone behaviour; a new phenomenon in mobile phone consumption. Specifically, it examines the effects of impulsive behaviour and post-modern consumer behaviour on the addiction of young consumers to mobile phones, which is reflected in leaving their cell phones switched on for 24 hours per day. This study has been conducted on 450 consumers from the cities of Bursa and Istanbul, Turkey. The results imply that post-modern consumer behaviour has a positive effect on all aspects of the addictive pattern of always-on behaviour, whereas impulsive behaviour has only a partial effect. Unreal world dimensions of postmodern consumer behaviour have a positive effect on addictive behaviour. Also, sensation-seeking, which is a part of the impulsive behaviour dimension, was assessed to have an effect on continuous connectivity. According to the knowledge of the authors this is the first interdisciplinary study explaining the antecedents of addictive mobile phone behaviour of young consumers. The innovative findings of the study are suggested to inform, besides other marketing related studies, also sociological and psychological studies on the identity and roles of young citizens in the society.

Keywords: always-on behaviour; addiction-like behaviour; cell phones; mobile phones; young consumers; sensation seeking; impulsive behaviour; post-modern consumers; mobile phone consumption; Bursa; Istanbul; Turkey; addictive patterns; continuous connectivity; sociology; psychology; sociological studies; psychological studies; personal identity; young citizens; youth; technology marketing; online consumers; virtual consumers; mobile consumers; social consumers; internet; world wide web.

DOI: 10.1504/IJTMKT.2010.039735

International Journal of Technology Marketing, 2010 Vol.5 No.4, pp.328 - 344

Published online: 18 Apr 2011 *

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