Factors that influence the purchase intention of smartphone buyers
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This study investigated the impact of susceptibility to interpersonal influence and brand image on purchase intention of Smartphone buyers. it explored the actual relationship between these variables. To get information about what prior research had written about it the study deeply went through the literature review. Based on the literature the susceptibility to interpersonal influence consists three types of influences which are: informational influence utilitarian and value expressive interpersonal influence. The utilitarian and value expressive interpersonal influences are called normative influence as Bearden (1989) stated in his research. The empirical part of this study tried to find out the relationship between susceptibility to interpersonal influence and purchase intention as well as the effect of brand image on purchase intention. The study collected information from 150 students at one university. The returned questionnaire response rate was 100%. The questionnaire used as a data collection instrument was adapted from prior research. Based on the result of linear regression analysis the susceptibility to interpersonal influence does not have a significant effect on purchase intention of Smartphone buyers. While the study found out that brand image has a significant effect on purchase intention of Smartphone buyers. The findings of this paper will be useful for marketing managers of Smartphone companies to take into account the important role of brand image in consumers’ purchase intention.