A Study on the Analysis of Factors Affecting Consumer Purchase Intention of Korean Smartphone Brands: Focusing on Cameroon in Central Africa*

Abstract

Purpose – An increase in the number of smartphone users and the availability of many phone brands has induced consumers to consider device features, the technology acceptance model (TAM), and switching barriers before making a purchase. As such, this paper seeks to investigate the factors (device features and switching barrier) and TAM determinants that influence the consumer satisfaction and purchase intention of smartphones. Additionally, we study the moderating effects that perceived ease of use may have on consumer purchase intention. Design/Methodology/Approach – To this end, the analysis of data (325) through structural equation modeling in AMOS seeks to examine the effect of device features, TAM determinants, and switching barriers on purchase intention. Findings – The findings demonstrate TAM (perceived usefulness) and device features (function and price) influence consumer satisfaction to varying degrees. With regards to switching barrier, switching cost has a positive influence on consumer satisfaction. Perceived ease of use moderates the relationship between device function and search intention. Finally, the study confirms the relationship between consumer satisfaction and purchase intention. Research Implications – Due to the importance of consumer satisfaction in forming purchase intention, companies should try to maximize the satisfaction of customers during interactions by providing device features that meet the need of the customer. Therefore, companies should try to identify the needs of customers. Going by TAM determinants, manufacturers have to ensure that the system technology of the smartphone is most useful for consumer day to day activities.