A Study of Purchase Intention on Smartphones of Post 90s in Hong Kong

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.

The Influence of Country Image, Brand Familiarity, Product Quality, and Social Influence Towards Purchase Intention : The Case Study of Samsung

“…The result of this research has proven that the fourth hypothesis regarding Social Influence has a positive and significant influence towards Purchase Intention is true with the t-statistic value is 4.842. This study is supported by previous studies administered by (Wong, 2019) (Rana, et al, 2015) has proved that social influence plays a significant positive influence towards purchase intention. Another previous study conducted by Kian, et al (2017) on purchase intention proved that social influence has a significant positive influence towards purchase intention.…”

“…In other words, the information about a purchase decision of a member of a group towards a certain product will also influenced other group member decision to abandon a certain existing product to shift and purchase the product that other group members used (Younus, et al, 2015). Wong (2019) stated that social factors such as family, small groups, status, and social roles is known to influenced consumer behaviour, whereas social influence that and individual had may affect another individual to change their attitudes, feelings, and eventually their behaviour towards a product as well. Hence, whenever a product is being used by many people and becomes popular, it will eventually affect other consumers to buy a similar product based on their experience.…”

Predicting green product purchase: Applying a Cognitive-Affective-Behavior hierarchy

“…The fourteenth hypotesis refers to the significant relationship between social influence and purchase intention. The findings confirm the hypothesis and supports previous study of Wong (2019) and Akar et al (2015). Finally, the findings also support the last hypothesis that suggest there is a significant relationship between perceived monetary value and purchase intention.…”

“…their decision is in the form of buying or avoiding buying products in order to be like peers (Akar, Yuksel & Bulut, 2015). Prior researches (Wong, 2019;Akar, Yuksel & Bulut, 2015;Ali, 2018;Hashim, 2018;Ayensa, Mosquera & Murillo, 2016;Lasuin and Ching, 2014;Rompas and Tumewu, 2014) have found that social influence has positive effect on Purchase Intention of consumers. H14: There is a positive relation between Social Influence and Purchase Intention…”

“…Consumers will base on them and it will lead to positive word of mouth communication to others. Therefore, the consumers who are likely to share positive word of mouth will increase the purchase intention of others (Wong, 2019). The tendency of consumers to communicate their experience of something that is consumptive to peers can highly influence the attitude towards the product or service.…”