A STUDY ON FACTORS TOWARDS SMARTPHONE CONSUMERS PURCHASING BEHAVIOUR AMONG GENERATION Y IN MALAYSIA PDF Download
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Author: LEE KAR HUEI (TP039762)
Publisher:
ISBN:
Category :
Languages : en
Pages : 174
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Author: LEE KAR HUEI (TP039762)
Publisher:
ISBN:
Category :
Languages : en
Pages : 174
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Author: PATRICK WONG CHEE HOE (TP031622)
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 84
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Author: Raven Jainarain
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ISBN:
Category :
Languages : en
Pages :
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Smartphone adoption is occurring at an exponential rate with a user base far exceeding that of traditional mobile phones. Previous literature has identified various points of usage across demographics such as age, gender, income and nationality, however little of this is with regards to Smartphone attributes. Furthermore, generational change has provided a gravitational shift in the application of marketing techniques, as Generation-Y is a generation unlike any other, where traditional techniques are more hit and miss than targeted. A deeper understanding as to how antecedent decision-making is performed via the influence of Smartphone attributes upon Generation-Y's choice of those phones is required. This research assists in the filling of these gaps by presenting findings in a holistic view of Generation-Y's Smartphone attribute preferences as well as perceptions among South African business users. This paper seeks to add insight by unpacking the needs of the Generation that will soon be the largest consumer group in history - Generation-Y. Self Explicated Conjoint Analysis provides insights into attribute ranking and level of influence of specific attributes. Factor analysis extracts the salient factors of influence by Generation-Y consumers when choosing a Smartphone. Further to this, managerial implications, future work and limitations of this study for theory and practice are presented.
Author: TAN HUA YI (TP025429)
Publisher:
ISBN:
Category :
Languages : en
Pages : 89
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Author: Herman Haba
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
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Purpose - The aim of this research is to find the impact of consumer perceived value (CPV) on smartphone purchase intention among Malaysian working professionals. The research intends to find whether or not social value, perceived usefulness, perceived ease of use, economic value and brand image have a direct or indirect effect on smartphone purchase intention.Design/methodology/approach - Data is collected through an administered online survey with convenience sampling. A total of 302 samples were collected in Kuala Lumpur area. Demographic profile classification, reliability test, sample adequacy, confirmatory factor analysis (CFA) and structural equation modeling (SEM) path analysis is conducted to analyse the data using IBM Amos statistic 22. Findings - The findings show that social value and perceived ease of use do not have a direct or indirect effect on smartphone purchase intention among Malaysian working professionals. However, perceived usefulness, economic value and brand image have an indirect effect on smartphone purchase intention. Practical implications - The research is useful for managers and marketers, to understand the consumer perceived value (CPV) of latest generation smartphone among Malaysian working professionals. These type of consumers in the smartphone industry are important and vital for smartphone companies due to their high income and purchase decision making power.Originality/value - The study proposes and validates a new model by combining technology Acceptance Model (TAM) and selected CPV variables which may impact Smartphone purchase intention among working professionals.
Author: Alileche Mohamed Ameziane
Publisher:
ISBN:
Category :
Languages : en
Pages : 186
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This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.
Author: SEYEDEH FATEMEH KALANTARZADEH TEZERJANY (TP050717)
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 131
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This investigation designed to research with regards to the impact of the different types of advertisement on customer buying behaviour among the young generation in Kuala Lumpur, Malaysia in the direction of purchasing a mobile phone. During recent years, the influence of advertisement on customer buying behaviour continues to grow gradually. The techniques which are increased sales items have improved by marketers due to the convenience of linking up to the advertisements. It is essential that the marketers comprehend the elements that persuade purchasers to seek advertisements when they want to buy an item, while encourages them to decide to purchase again. The research offers outcomes that allocate suppliers as well as businesses to acknowledge how advertisements impact on purchasing smartphone in Kuala Lumpur. Study targets have been intended to demonstrate the connection between independent variables, including online advertisement, print advertisement, and newscast advertisement while the dependent variable is involved in customer buying behaviour. Research methodology for this explores consist of the primary method of obtaining information, wherever primary information comes to providing a questionnaire on the Internet. The size of the sample which using in this study has been targeted towards 130 young generation answers. The consequence demonstrates the connection between independent variables and dependent variable with the young generation which have decided to buy a smartphone in Malaysia. This research supplied by primary data is gathered from young customers who are answering to the organize questionnaire in Kuala Lumpur along with secondary data is collected from journals, books and so on.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 226
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Author: LIP SHU KEAN (TP031513)
Publisher:
ISBN:
Category :
Languages : en
Pages : 113
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Author: LILIAN PIUS YANDA (TP036844)
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ISBN:
Category : Electronic commerce
Languages : en
Pages : 111
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