The Chinese smartphone market is also gaining global attention and growing at a rapid pace. China is being hailed as the attractive market for the global smartphone industry, and its consumer spending patterns are rapidly changing. Therefore, it is necessary to develop technologies related to customers using Chinese smartphones, and related reasearch market activation. So far, The Chinese smartphone market is in its early stages and lacks systematic research on smartphone users. Therefore, the purpose of this study is to verify the impact of mobile smartphone characteristics on immersion, satisfaction, and purchase intent to Chinese consumers. That is;
First, it identifies the Chinese smartphone market and current situation, and examines theoretically the factors of smartphone characteristics, definitions of immersion, satisfaction, and willingness to purchase, and prior research. Secondly, it will verify how factors that characterize a Chinese smartphone affect the level of immersion, satisfaction, and purchase intent. We will also look at how this level of immersion affects satisfaction, and how level of immersion and satisfaction affect purchase intent. The research methods are as follows. First, the preceding study collected data on the current status of Chinese smartphones mainly from domestic and foreign papers, articles on Chinese smartphones, and press releases. Secondly, a survey was conducted on factors of smartphone characteristics, immersion, satisfaction, and purchase intent in China, and data collection was collected using an Internet questionnaire. The survey was conducted on users who had used a Chinese smartphone in person. The survey was conducted from October 14, 2018 to October 21, 2018. Third, an empirical analysis was conducted based on the survey. To verify reliability of measurement questions, reliability analysis, search factor analysis, confirmatory factor analysis, correlation analysis, and path analysis were conducted. SPSS 20.0 and AMOS 18.0 statistical programs were used.
The results of the empirical analysis of this study are as follows: First, smartphone characteristics partly affected the level of immersion. Quality, applications, money costs, and designs have been adopted as shown to have a positive impact on the degree of immersion. However, the brand turned out to have no positive effect on the level of immersion and was rejected. Second, smartphone characteristics partly affected satisfaction. Quality, applications, and brands have been adopted as shown to have a positive impact on satisfaction. However, money costs, designs, and designs were rejected because they did not positively affect satisfaction. Third, it was adopted as it turned out to have a positive effect on satisfaction. And immersivity was adopted as having a positive impact on the purchasing intention. Finally, satisfaction appeared to have a positive impact on the purchasing intention and was adopted.