Factors that influence the smartphones’ purchasing behavior in Vietnam, and the important role of user-friendliness.
Ngo, Si Hien
Cardiff Metropolitan University
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In the past, it seems easy for customer as well as smartphone maker satisfy their need in selling and buying product, but in the recent years the smartphone market has changed so fast. Phone makers are now facing with many difficulties and challenges while customers are being confused when they want to buy a new smartphone. The study was conducted to focus on what are the factors that influence the smartphone purchasing behavior and the important role of user friendliness factor in Vietnam. The study also would like to understand further whether is there any interaction between the independent variable (financial ability) and dependent variable (Needs, Opportunities and user friendliness) A survey questionnaire were made in order to investigate those problem. Survey question was send to 176 respondents via e-mail and then data was analyzed using Statistical Package for Social Science (SPSS). Analysis result shows that the main factor that influences the smartphone purchasing behavior is needs factors and user-friendliness which belongs in needs factor is significantly affects the smartphone buying behavior. Beside it the research also found that there are different attentions to each factors when participants belong to different groups of financial ability by using one way ANOVA analysis. Finally base on the result of the study, researcher recommend customers and smartphone makers change their mind in buying and creating new product. As most research the size of sample is still small and cannot represent the entire population, therefore there is still room for improvement.
Masters in Business Administration
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