Determinants of student's purchase intention towards smartphone in Ho Chi Minh city

Abstract

The smartphone market is very dynamic in Vietnam in general and Ho Chi Minh City in particular with various manufacturers, function and designs in the recent years. This type of product is creating an attraction to young people, especially to students. Hence, the purpose of this study is to research what determinants affect students’ purchase intention towards smartphone in Ho Chi Minh City.

The Literature review includes theory of Plan Behavior and Perceived Value

of Luxury products to provide the hypothesis for the conceptual model for this research. This model consists of 7 dimensions, those influences to intention to purchase smartphone.

After collecting and analyzing 295 cases through questionnaires with SPSS version 16 software, the results has showed that Perceived Behavioral Control, Perceived Social Value, Personal Value and Subjective Norms have positive relationships with Purchase Intention, while others do not have any influence on Intention to Purchase.

Much as there are some limitations of this study such as sample population, questionnaires, this study is hoped to contribute implications for further study when research about intention to purchase smartphone.