Abstract
Nowadays, people are willing to purchase their own smartphone and they heavily rely on their smartphone. In this case, smartphones have become the daily necessity among Hong Kong people. Also, nowadays Hong Kong people always look for the new model of smartphones, the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones of post 90s in Hong Kong. After reviewing the literature, this study chose three variables to study the relationship between brand name, price and social influence and purchase intention. An online questionnaire was adopted to carry out a quantitative study of post 90s in Hong Kong. The content of the survey included demographic factors and questions based on each variable. The result of the survey shows that there are two hypotheses are support in the study. One is the relationship between brand name and purchase intention and the other is relationship between social influence and purchase intention whilst price is not a significant factor influencing purchase intention. Therefore, it is strongly believe that management of smartphone producers and traders need to pay more attention to brand name and social influence in enhancing the purchase intention among post 90s in Hong Kong.
Highlights
Nowadays, smartphones are under rapid growth and it has become a necessity in our daily life
As post 90s which describes teenagers born after the year 1990 (Chan & Lee, 2014) and they are the major customers of smartphones and their consumption attributes are self-value and interests more than factors that related to money (China Internet Watch, 2019)
The objective of this study is to explore the effects of those factors that might affect the intention of purchase of smartphone of post 90s in Hong Kong
Summary
Smartphones are under rapid growth and it has become a necessity in our daily life. Nowadays smartphones have been treated as a new medium for communication and information sharing (May & Hearn, 2005). Since many people browse the web or have instant messages with others and the smartphones were treated as a small personal computer, smartphones have been repositioned as a new information medium. Smartphones provide users a wide variety of functions such as instant communication, online purchase and social media. It is interesting to study how some significant factors, such as brand name, price and social influence affecting purchase intention of smartphone among the young generations. The objective of this study is to explore the effects of those factors that might affect the intention of purchase of smartphone of post 90s in Hong Kong
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