| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 103 === The purpose of this study is to investigate intention to buy Smartphone of Mongolia and its association with brand image, price, innovative feature and TPB model. The data set is collected through Google survey sampling method. A total of 312 samples was collected from Mongolia.
The findings revealed that there is nearly significant relationship between variables with intention to buy Smartphone, which indicates that the intention to buy Smartphone is influenced by brand image, price, innovative feature, attitude towards buy Smartphone and subjective norm. The findings of this study are limited by the number of respondents, area and location. Also statistical analysis use by SPSS and AMOS. Therefore this research checked all 6 hypotheses are supported. This study is important for understand the Mongolian consumer’s intention to buy Smartphone.
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