The mobile phone has become an important part of daily life, and the competition in mobile phone market is highly vigorous in recent years. Mobile phone manufacturers need to pay more attention on their customers for understanding the factors which can affect purchase intention. This study is about the influence of brand and price on purchase intention of mobile phone in the case of Taiwan college students. In accordance with the results of this research, functionality is the most important factor for respondents to choice their mobile phone, as well as price is the second and physical appearance is the third. But the results of male and female are different. For the case of male, price is the most important, functionality is the second, and physical appearance is the third. In addition, for the case of female, functionality is the most important, price is the second, and physical appearance is the third.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.