대학생 소비자의 스마트폰 구매결정요인과 만족도

Determinants of Smart-phone Purchase and Satisfaction of University Student Consumers

This study aimed to explore the consumers' smart phone purchase determinants and satisfaction after the purchase. We analyzed what is the most significant determinant that influences consumers to satisfy after buying smart phone. For this purpose, we have surveyed 195 college student consumers who were living in Chungbuk region. The results of this study can be summarized as follows. First, main determinants of smart phone purchase were appearance, price, data communications expenses, repair and exchange guarantee, easy accessibility of A/S center, repair costs. These factors affect more than other factors right on the time when university students consumers purchase the smart phone. Second, it was found that the demographic variables of gender, age, grade, pocket money, smart phone using time were significant factors affecting on decision making of buying smart phone. Third, it was found that demographic variables such as age and gender were significant factors on university students consumer satisfaction. That is, women were more likely to have repurchase intention and positive word-of-mouth intention than man. And the longer the period of smart phone use affected the higher repurchase intention. Fourth, the complexity of the transition process of the smart phone and effort in exploring the complexities influenced on repurchase intentions.