Smartphone Purchase Intention by Nilai University Students Living in the City of Nilai Malaysia

Abstract

Purchasing a new smartphone for online learning purposes was unprecedented during the Covid-19 pandemic and it has shifted the customers' purchase intention for a niche purpose. There are many options to choose a suitable smartphone for online learning and this has made smartphone retailers press the actual need and understand the purpose and preferences. This paper analyses the smartphone purchase intention for online learning purposes and factors that influence the purchase intention by a specific market segment of the university student. The study analyses the significant relationship between the brand, price, social influence, relative advantage and purchase intention. The study extends the previously study literature and methods to assess and determine the influence factors. The data was collected from Nilai University students lining in the city of Nilai Negeri Sembilan Malaysia. A convenience sampling method was adopted and SPSS software was used to analyse the samples. There is various research on smartphone purchase intentions, this study focuses on a specific market segment of university students living in small-town which is about 50 kilometres from the Kuala Lumpur city centre. The study provides an insight into the market segment’s online learning requirement for a new smartphone for those living and studying in small towns. The research provides insight into rural marketing strategy’s adoption.