Factors influencing young consumers purchase intention for iOS paid apps - A study in Ho Chi Minh city

Abstract

Till 2016, the blooming in growth of mobile technology and its relative industries has not been stopped; the Applications industry is also expanded increasingly. This new marketing environment brings several new occasions for businesses by creating a new marketing tool and opportunities. In general, as any marketing activities, understanding customer’s insight is an important point, which drives business to achieve their goals. With this intention, the research is conducted to explore some basic information about the Mobile Application (Apps), especially Paid Apps as well as situation of this market in Vietnam. Additionally, the principal purpose of this study is to investigate and evaluate factors that drive customers to purchase their Apps on Apple Store. In order to complete this research, the quantitative method, which applies research survey questionnaire, will be used to get information from target customers in Ho Chi Minh City. Additionally, the primary data will be analyzed to find which factors are actually significant to the customer purchase intention.