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INVESTIGATING FACTORS AFFECTING PURCHASE INTENTION OF IPHONE |
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| รหัสดีโอไอ | |
| Creator | Sirirat Chatrattikorn |
| Title | INVESTIGATING FACTORS AFFECTING PURCHASE INTENTION OF IPHONE |
| Contributor | Nattapan Buavaraporn |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2558 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 111-130 |
| Keyword | Brand name, smartphone, iPhone, Brand consciousness, Perceived quality, Purchase, intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Purpose - The purpose of this study is to investigate factors affecting purchase intention of iPhone. Which is the world famous product. That can be seen from the trend of the iPhone which is very popular among big cities allure the world. This study found the reason why consumers purchase intention of iPhone product and chooses the only people who use iPhone.Design/methodology/approach - The hypothesis were tested with a random survey (People use iPhone only) of 419 respondents in Bangkok area and using face-to-face and email survey method. Structural equation modeling (SEM) was used to analyze the empirical data. Finding - The results indicated that the person who has the power to purchase iPhone in Bangkok (Thailand) is influenced by brand consciousness and perceived quality as mediator and positive related with future purchase intention.Research limitations/implications - Results of this study are limited by a group of people living in Bangkok area. Which may lead to the data received from the questionnaires, the only group of people in the capital and results of the study may not have been enough. To provide the guidelines for practitioner in enhancing the purchase intention, in this particular study ofsmartphone as iPhone brand.Originality/value -The topic ofthe smartphonemarketing through iPhone isimportant tomarketing researcher in Bangkok and the researches contribute to fulfilling the need for research evidence. |
