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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Purpose: The purpose of this study is to understand the influence of various factors on smartphone purchase decisions in Vietnam and to investigate the effect of involvement and country image in the process.
Research design, data, and methodology: In order to achieve the research purpose, a hypothesis and a research model were developed by to validate the proposed study model. First, an exploratory factor analysis was performed to confirm reliability and validity. a confirmatory factor analysis was conducted based on the reliability and exploratory factor analysis results. Finally, by checking the discriminant validity, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted.
Results: As a result, there is a control effect on the influence of product characteristics, friends, and family on the purchase decision in the process of factors affecting the purchase decision. Among them, there is evidence that brand awareness, family and friends are the most powerful factors.
Research shows that product features, brand awareness, pricing, social influence, and family and friends positively influence smartphone purchase decisions. Among them, there is evidence that brand awareness, family and friends are the most powerful factors.
Implications: This study identified the purchase decision factors of consumers in large cities of Vietn am. As a result, compan ies that in ten d to advan ce to Vietnam should establish marketing strategies to heighten the brand image.
Smartphones are high-priced products for consumers in Vietnam, so the products are thoroughly evaluated before purchasing them. Accordingly, product marketing tailored to the consumers in Vietnam is necessary.
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참고문헌 (11)
참고문헌 신청
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Peter, J. P. / 1987 / Consumer Behavior: Marketing Strategy Perspectives / Irwin
Richins, M. L. / 1983 / Negative word-of-mouth by dissatisfied consumers : A pilot study / Journal of Marketing 47(1):68~78
Roth, M. S. / 1992 / Matching product category and country image perception : A framework for managing country-of-origin effects / Journal of International Business Studies 23(3):477~497
Sherif, M. / 1947 / The psychology of ego-involvements : Social attitudes and identifications / John Wiley & Sons Inc
Peter, J. P. / 1987 / Consumer Behavior: Marketing Strategy Perspectives / Irwin
Richins, M. L. / 1983 / Negative word-of-mouth by dissatisfied consumers : A pilot study / Journal of Marketing 47(1):68~78
Roth, M. S. / 1992 / Matching product category and country image perception : A framework for managing country-of-origin effects / Journal of International Business Studies 23(3):477~497
Sherif, M. / 1947 / The psychology of ego-involvements : Social attitudes and identifications / John Wiley & Sons Inc
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