Factors Affecting Purchase Intention towards Smartphone Brand: A Study on Bangladeshi Private University Students
DOI:
https://doi.org/10.18034/gdeb.v6i2.120Keywords:
Smartphone, Brand Image, Purchase Intention, Structural Equation Modeling (SEM), Private UniversityAbstract
In today’s technology based world, people are depending more and more on various technology devices. Smartphone is one of the most important devices people use mainly for communicating with others and some specific purposes. It is not an easy task to choose the right Smartphone for an individual’s needs when there are so many Smartphone brand available in the market. There are some critical factors affecting the individuals Smartphone purchase intention. This study aims to explore the factors that affect the purchase intention towards Smartphone brand. A structured questionnaire on 5-points Likert sclae was developed to collect data from 302 respondents who are studying in different private universities of Dhaka city in Bangladesh using convenient sampling method. Structural equation modeling was used to identify the significant factors affecting purchase intention towards Smartphone brand. Data was analyzed by using SmartPLS software. This study found that Price, Peer Influence and Product features are the factors highly significantly affect the purchase intention towards Smartphone Brand but not Brand Image. The findings of this research may help not only the private university students but also other consumers who intend to purchase Smartphone. Smartphone manufacturer also consider these factors for Bangladeshi market.
Downloads
References
Akter, S., D'Ambra, J., & Ray, P. (2011). Trustworthiness in mHealth information services: an assessment of a hierarchical model with mediating and moderating effects using partial least squares (PLS). Journal of the American Society for Information Science and Technology, 62(1), 100-116.
Armstrong, J. S., Morwitz, V. G., & Kumar, V. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy?. International Journal of Forecasting, 16(3), 383-397.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of consumer research, 15(4), 473-481.
Beaudoin, P., & Lachance, M. J. (2006). Determinants of adolescents' brand sensitivity to clothing. Family and Consumer Sciences Research Journal, 34(4), 312-331.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135-144.
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690).
Chinomona, R., Okoumba, L., & Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences, 4(14), 463.
Dickson, P. R., & Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. The Journal of Marketing, 42-53.
Dziwornu, R. K. (2013). Factors Affecting Mobile Phone Purchase in the Greater Accra Region of Ghana: A Binary Logit Model Approach. International Journal of Marketing Studies, 5(6), 151.
Erickson, G. M., & Johansson, J. K. (1985). The role of price in multi-attribute product evaluations. Journal of consumer research, 12(2), 195-199.
Eze, U. C., Tan, C. B., & Yeo, A. L. Y. (2012). Purchasing cosmetic products: A preliminary perspective of Gen-Y. Contemporary management research, 8(1), 51.
Farzana, W., (2012). Consumers’ psychological factors association with brand equity of high involvement product: Case of laptop. World Journal Of Social Sciences, 2(5): 90-101.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998).Multivariate Data Analysis with Readings, 5th Edition. Macmillan, New York.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in international marketing, 20(1), 277-319.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270.
Hulland, J., & Richard Ivey School of Business. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20(2), 195-204.
Ibrahim, I. I., Subari, K. A., Kassim, K. M., & Mohamood, S. K. B. (2013). Antecedent Stirring Purchase Intention of Smartphone among Adolescents in Perlis. International Journal of Academic Research in Business and Social Sciences, 3(12), 84.
Işıklar, G., & Büyüközkan, G. (2007). Using a multi-criteria decision making approach to evaluate mobile phone alternatives. Computer Standards & Interfaces, 29(2), 265-274.
Kapadia, F., Frye, V., Bonner, S., Emmanuel, P. J., Samples, C. L., & Latka, M. H. (2012). Perceived peer safer sex norms and sexual risk behaviors among substance-using Latino adolescents. AIDS Education and Prevention, 24(1), 27-40.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial marketing management, 40(3), 424-438.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. pearson education.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of brand management, 9(4), 249-261.
Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 37(2), 115-120.
Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of business Research, 37(2), 115-120.
Lay-Yee, K. L., Kok-Siew, H., & Yin-Fah, B. C. (2013). Factors affecting smartphone purchase decision among Malaysian generation Y. International Journal of Asian Social Science, 3(12), 2426-2440.
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good. Sage.
Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of consumer research, 15(2), 243-252.
Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43(3), 271-282.
Lin, N. H., & Lin, B. S. (2007). The effect of brand image and product knowledge on purchase intention moderated by price discount. Journal of International Management Studies, 2(2), 121-132.
Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens’ susceptibility to peer influence. Journal of Retailing, 80, 101-116.
MEIROVICH, G., & BAHNAN, N. (2008, August). PRODUCT/SERVICE QUALITY AND EMOTIONAL ASPECT OF CUSTOMER SATISFACTION. In Academy of Management Proceedings (Vol. 2008, No. 1, pp. 1-6). Academy of Management.
Mourali, M., Laroche, M., & Pons, F. (2005). Individualistic orientation and consumer susceptibility to interpersonal influence. Journal of Services Marketing, 19(3), 164-173.
Nunnally Jr, J. C. (1970). Introduction to psychological measurement.
Nunnally, J. C., & Bernstein, I. H. (1978). Psychometric theory.
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. T. (1967). Psychometric theory (Vol. 226). New York: McGraw Hill.
Osman, M., 2012. A study of the trend of Smartphone and its usage behavior in Malaysia. International Journal on New Computer Architectures and Their Applications 2(1): 274-285.
Owusu-Prempeh, V., Antwi-Boateng, C., & Asuamah, S. Y. (2013). The Effect of Advertisement on Alcohol Consumption in Sunyani Polytechnic, Ghana, West Africa. International Journal of Innovative Research and Development|| ISSN 2278–0211, 2(4), 853-870.
Salciuviene, L., Ghauri, P. N., Mockaitis, A. I., & De Mattos, C. (2009). Brand image perceptions across cultures: a study of symbolic and functional associations. In New Challenges to International Marketing (pp. 177-191). Emerald Group Publishing Limited. Springer Berlin Heidelberg.
Schiffman LG, Kanuk LL (2007). Reference Groups and Family Influences.
Suri, R., & Monroe, K. B. (2003). The effects of time constraints on consumers' judgments of prices and products. Journal of consumer research, 30(1), 92-104.
Tellis, G. J., & Gaeth, G. J. (1990). Best value, price-seeking, and price aversion: The impact of information and learning on consumer choices. The Journal of Marketing, 34-45.
Yoh,T. (2005). Parent, peer and TV influences on American teens' athletic shoes purchasing. International Journal of Sport Management and Marketing, 1(1-2), 180-189.
--0--
