A Study Of Impact Of Perceived Value, Perceived Risk, And Satisfaction On Willingness To Purchase Of Iphone Users In Vietnam
Abstract
Smartphone users around the world change their phones many times,
especially when a new smartphone product is introduced to the market. In Vietnam,
thousands to millions of stores selling both new and used phones can be observed
throughout the country. In fact, the secondary market of smartphone in Vietnam is
surprisingly huge. This research was conducted to study about factors influencing the
purchasing intention of customers in this type of market.
A conceptual framework of multi-dimensional perceived value (functional,
price, emotional and social value), satisfaction, perceived risk, and willingness to
purchase was examined in the secondary market of iPhone users in Vietnam. Snowball
sampling method was applied, and a survey was developed to collect data. The research
model was then analyzed using Partial Least Square technique through SmartPLS 3.0.
The result showed perceived emotional to be the strongest predictor of
customer satisfaction, followed by functional and price value. Perceived social value was
proven to have extremely weak effect on satisfaction. The result also revealed the direct
effect of perceived risk on satisfaction and the moderating effect of it on the linkage
between satisfaction and willingness to purchase. Lastly, data showed that satisfaction
have a considerably strong impact on willingness to purchase.
Practical implications were made for smartphone brands to prefer when
developing new products or building marketing campaigns: to develop emotion-oriented
strategies, provide more information about the product to reduce the risk perception.
Further research is encouraged to complete the multi-dimensional framework of
perceived value and rectify the limitations of this study.