Abstract
This study is aimed to explore what factors may affect parents when they want to buy mobile phones for children, and discuss the motivation of parents on buying mobile phones for children. After understanding the purchase factors and the purchase motivation of parents, this study can attempt to know further about parents’ purchasing behavior and their purchase decision-making. The researcher of this study used in-depth interviews to interview with forty respondents which contained ten pairs of parents and children who already have a mobile phone and ten pairs of parents and children who do not have a mobile phone now. Based on the results of interviews, the primary purchase factor is the price of mobile phones. Parents think that the price of a mobile phone has to be within reasonable limits. The secondary purchase factor is the function of mobile phones. Parents hope that the functions for children to use can be as simple as possible. Besides, parents also hope that there can be some limit and learning functions for children to use. The main motivation of parents on buying mobile phones for children is the convenience of contact. Parents think that when children really have the need to use a mobile phone, they will consider buying one for children.
Highlights
Children are a highly regarded group in today’s society, and they are so loved by their parents
The purpose of this study is to investigate the present situation of parents’ purchase behavior of buying children mobile phones
Based on research purposes of this study, the main direction of the research framework is to find out factors that parents may consider when they want to buy a mobile phone for their children and understand parents’ motivation of buying children mobile phones by the in-depth interview method
Summary
Children are a highly regarded group in today’s society, and they are so loved by their parents. Sometimes parents cannot know exactly where their children are. In this case, parents will consider buying a mobile phone for children, or giving an old one to them. Some parents would like to allow their children to have a mobile phone, they may still need to consider many factors before buying a mobile phone for their children. Children can spend all the time using or playing their mobile phones [1]. Some parents do not agree and allow their children to have a mobile phone, because a mobile phone may change children’s lifestyles. We do not know fully what parents’ actual opinions are and what factors they will think about when they want to buy a mobile phone for their children
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