A Study on the Analysis of Factors Affecting Consumer Purchase Intention of Korean Smartphone Brands: Focusing on Cameroon in Central Africa*

• 영문명: A Study on the Analysis of Factors Affecting Consumer Purchase Intention of Korean Smartphone Brands: Focusing on Cameroon in Central Africa*
• 발행기관: 한국무역연구원
• 저자명: Dong-Joo Lee Louis Atamja
• 간행물 정보: 『무역연구』제20권 제1호, 123~142쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.02.28

영문 초록

Purpose – An increase in the number of smartphone users and the availability of many phone brands has induced consumers to consider device features, the technology acceptance model (TAM), and switching barriers before making a purchase. As such, this paper seeks to investigate the factors (device features and switching barrier) and TAM determinants that influence the consumer satisfaction and purchase intention of smartphones. Additionally, we study the moderating effects that perceived ease of use may have on consumer purchase intention. Design/Methodology/Approach – To this end, the analysis of data (325) through structural equation modeling in AMOS seeks to examine the effect of device features, TAM determinants, and switching barriers on purchase intention. Findings – The findings demonstrate TAM (perceived usefulness) and device features (function and price) influence consumer satisfaction to varying degrees. With regards to switching barrier, switching cost has a positive influence on consumer satisfaction. Perceived ease of use moderates the relationship between device function and search intention. Finally, the study confirms the relationship between consumer satisfaction and purchase intention. Research Implications – Due to the importance of consumer satisfaction in forming purchase intention, companies should try to maximize the satisfaction of customers during interactions by providing device features that meet the need of the customer. Therefore, companies should try to identify the needs of customers. Going by TAM determinants, manufacturers have to ensure that the system technology of the smartphone is most useful for consumer day to day activities.

목차

Ⅰ. Introduction

Ⅱ. Background

Ⅲ. Method and Material

Ⅳ. Results

Ⅴ. Conclusion and Implications

References

키워드

Cameroon Consumer Satisfaction Device Feature Purchase Intention Smartphone Technology Acceptance Model (TAM)