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KCI등재 학술저널

Purchasing Intention: A Research on Mobile Phone Usage by Young Adults

The main aim of study is to identify the factors that affect the purchasing intention of young adults. The reference group is an important factor in determining the underlying causes of young adults’ purchasing intentions. However;the literature states that young adults prefer to buy brands they trust in order to eliminate the risks that may arise when buying products they may not know. Moving from this perspective;the study proposes a conceptual model that including structural relationships between brand trust;reference group;and purchasing intention. The study aims to contribute to the literature by discussing the moderator role of brand trust in this structure. A series of hypotheses are tested via a survey completed by 749 young people between the ages of 20 and 30 living in Istanbul;Turkey. The data were analyzed with IBM SPSS-23 and AMOS-18 program. In addition to descriptive;reliability;and factor (exploratory and confirmatory) analysis;hierarchical regression analysis was performed to test the research hypotheses. The results show that the reference group positively influences the purchasing intention;and brand trust plays a moderating role in this relationship. The findings are discussed and some practical suggestions are made for mobile phone manufacturers.

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Discussion and Conclusion

5. Research Limitations and Future Research

References

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