| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === The purpose of this research was to investigate the factors that affected the behavioral intention of consumers purchasing Smartphone. This study took the Theory of Planned Behavior (TPB) proposed by Ajzen (1985) as the research infrastructure basis and investigated how the variables of “attitude,” “subjective norm,＂and “perceived behavioral control” affect the behavioral intention of consumers purchasing Smartphone, in order to establish the conceptive model of consumers purchasing Smartphone.
This research surveyed the consumers with experience of buying Smartphone in the Tsannkuen company retail in Kaohsiung and Tainan area by research-designed questionnaires. Questionnaire survey was conducted with convenient sampling for data collection. Effective questionnaires collected were 475 copies. In data analysis, this study used SPSS 21.0 to proceed item analysis, factor analysis, descriptive statistics, independent sample t-test and one-way ANOVA , furthermore, using AMOS 21.0 to proceed the validation and analysis of research model.
The results showed that “attitude,” “subjective norm,＂and “perceived behavioral control” had positive and significant influences on the behavioral intention of purchasing Smartphone. Among three factors on the behavioral intention, the most influential factor was “perceived behavioral control,” the following was “attitude” and then was “subjective norms”. Goodness-of-fit indexes of the research model were good, the explained variance was up to 75%, showed that this model can predict and explain the behavioral intention of purchasing Smartphone effectively.
Finally, based on the research results, this study suggested suppliers to strengthen the transaction security, provide maintenance service, the profession and attitude of service personnel , provide promotional activities, offer the interface apt to operate. To enable consumers to grasp the course of using easily is helpful to improve their willing of purchasing Smartphone.
Keywords: Smartphone, 3C industry channel overview, Consumer behavior theory, Theory of Reasoned Action
|
|---|
