Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market

This research paper aims to figure out factors that affect consumers’ purchase intention of smartphones in Ho Chi Minh City and assess the strength of effects of each aforementioned factor. To make this paper more specific and relevant with reality, Samsung is chosen as the representative of the sma...

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Tác giả chính:	Võ Gia Khiêm
Đồng tác giả:	Lê Văn Chơn
Định dạng:	Research Paper
Ngôn ngữ:	English
Thông tin xuất bản:	University of Economics Ho Chi Minh City 2024
Chủ đề:	Samsung Smartphone Purchase Intention Young Consumer Celebrity endorsement Advertising Product Packaging
Truy cập trực tuyến:	https://digital.lib.ueh.edu.vn/handle/UEH/71373
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spelling	oai:localhost:UEH-713732024-07-12T20:02:03Z Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market Võ Gia Khiêm Lê Văn Chơn Huỳnh Thư Huệ Samsung Smartphone Purchase Intention Young Consumer Celebrity endorsement Advertising Product Packaging This research paper aims to figure out factors that affect consumers’ purchase intention of smartphones in Ho Chi Minh City and assess the strength of effects of each aforementioned factor. To make this paper more specific and relevant with reality, Samsung is chosen as the representative of the smartphone sector because of its leading position in the Vietnam market, especially with young consumers. This study employs data from 218 young people who are inhabitants in Ho Chi Minh City. The collected dataset is utilized to evaluate general hypotheses by employing several quantitative and statistical techniques. The findings of this research reveals that Advertising, Celebrity Endorsement are two factors that significantly influence consumers’ purchase intention towards Samsung smartphone products. Meanwhile, according to this study, Branding factor is even eliminated due to its misleading characteristics and Product Perceived Quality does not affect purchase intention towards smartphones. Based on those findings, it is suggested that Samsung and other companies in the smartphone sector should identify targeted young consumers’ insights and align significant factors affecting consumers’ purchase intention with their needs, wants and emotional attachment. Ultimately, it is crucial to promote brands’ product distinctive features while also aligning with the demands and desires of their target consumers. Finally, the research group will discuss pragmatic implications and further recommendations for Samsunga and other companies in the Vietnam smartphone market. 2024-07-12T03:05:36Z 2024-07-12T03:05:36Z 2023 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71373 en Giải thưởng Nhà nghiên cứu trẻ UEH 2023 reserved 42 p. University of Economics Ho Chi Minh City
institution	Đại học Kinh tế Thành phố Hồ Chí Minh
collection	DSpaceUEH
language	English
topic	Samsung Smartphone Purchase Intention Young Consumer Celebrity endorsement Advertising Product Packaging
spellingShingle	Samsung Smartphone Purchase Intention Young Consumer Celebrity endorsement Advertising Product Packaging Võ Gia Khiêm Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
description	This research paper aims to figure out factors that affect consumers’ purchase intention of smartphones in Ho Chi Minh City and assess the strength of effects of each aforementioned factor. To make this paper more specific and relevant with reality, Samsung is chosen as the representative of the smartphone sector because of its leading position in the Vietnam market, especially with young consumers. This study employs data from 218 young people who are inhabitants in Ho Chi Minh City. The collected dataset is utilized to evaluate general hypotheses by employing several quantitative and statistical techniques. The findings of this research reveals that Advertising, Celebrity Endorsement are two factors that significantly influence consumers’ purchase intention towards Samsung smartphone products. Meanwhile, according to this study, Branding factor is even eliminated due to its misleading characteristics and Product Perceived Quality does not affect purchase intention towards smartphones. Based on those findings, it is suggested that Samsung and other companies in the smartphone sector should identify targeted young consumers’ insights and align significant factors affecting consumers’ purchase intention with their needs, wants and emotional attachment. Ultimately, it is crucial to promote brands’ product distinctive features while also aligning with the demands and desires of their target consumers. Finally, the research group will discuss pragmatic implications and further recommendations for Samsunga and other companies in the Vietnam smartphone market.
author2	Lê Văn Chơn
author_facet	Lê Văn Chơn Võ Gia Khiêm
format	Research Paper
author	Võ Gia Khiêm
author_sort	Võ Gia Khiêm
title	Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
title_short	Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
title_full	Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
title_fullStr	Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
title_full_unstemmed	Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market
title_sort	factors influencing young people’s purchase intention towards smartphones: a review of samsung and vietnam smartphone market
publisher	University of Economics Ho Chi Minh City
publishDate	2024
url	https://digital.lib.ueh.edu.vn/handle/UEH/71373
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Factors Influencing Young People’s Purchase Intention Towards Smartphones: A Review of Samsung and Vietnam Smartphone Market

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