Exploring customers’ purchasing behavior toward refurbished mobile phones: a cross-cultural opinion mining of amazon reviews

Atiyeh Seifian (), Sajjad Shokouhyar () and Mohamad Bahrami ()
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Atiyeh Seifian: Shahid Beheshti University
Sajjad Shokouhyar: Australian Institute of Business
Mohamad Bahrami: Tehran University

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2024, vol. 26, issue 11, No 40, 28159 pages

Abstract: Abstract The higher levels of technology-driven consumption, especially the rapid replacement of mobile phones, have recently led to ecological imbalance due to the growth of electronic waste generation in both developed and developing societies. Refurbishing mobile phones can contribute significantly to reducing electronic waste and conserving natural resources by extending the lifespan of mobile phones. In this vein, further adoption of such devices can be considered a significant opportunity. Nonetheless, consumer purchasing behavior differs in various socio-cultural settings. Therefore, to better identify such differences in consumers’ needs and the influencing factors on their actual behavior toward refurbished mobile phones in the USA and India (two diverse societies), this cross-cultural study applies a confirmatory aspect-level opinion mining method to analyze customer comments collected from Amazon.com and Amazon.in. According to the results obtained, American and Indian customers show various attention levels and emotional inclinations concerning the same pre-specified aspect category of this study. American consumers mention features related to product characteristics of refurbished phones (e.g., battery, camera, screen, etc.) more than Indian customers (26.7% difference on percent of total), while Indians mostly emphasize on unsatisfactory experiences of these features. On the other hand, in India, seller-related aspects, including seller’s reputation, warranty, and packaging are of higher importance (37.2% of total) when compared to the USA (17.8% of total). Moreover, considering the customer-related category, it can be concluded that environmental incentives are stronger for American customers, whereas Indian customers are highly motivated by financial motivators. Eventually, remanufacturers and marketing management can apply the research findings to develop appropriate product development and marketing strategies in both developed and developing countries.

Keywords: Cross-cultural comparison; Mobile phones; Online customer review; Opinion mining; Refurbishing; Sentiment analysis (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10668-023-03804-x

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