Factors affecting purchase intention on smartphone with the moderating effect of brand origin - The case of Iphone
Abstract
Mobile communication has made an impact towards interaction between people while conducting business either locally or internationally. With the needs and tastes of the people rising against telecommunications equipment, most people today are no longer purely use mobile phone as a means of communication. Currently, public demand for mobile phones, and especially, smartphone, are ubiquitous. Responded to the needs of the market, Apple Inc as a pioneer company in the field of software and hardware technology comes with many superior products and one of those is iPhone.
The purpose of this research is to identify factors influencing purchasing intention of iPhone and to examine the moderating effect of brand origin on the relationship of those factors with purchase intention on iPhone. The research method associate with hierarchical multiple regression analysis technique with 435 respondents as sample of the research taken from people in Ho Chi Minh city and Da Nang province. The result shows that three variables that are product features, compatibility, and social influence have significant relationship except one variable, purchase intention. Among them, compatibility is the most influencing factor to the purchase intention of iPhone. Manufacturers and marketers can work to creating products based on consumer needs, in terms of both appearance and technology performance. It was also found that brand origin is a quasi-moderator of the purchase intention variable.