Study of Factors Which Impact Chinese Consumers’ Purchasing Intent for High-tech Products-Focus on Smartphones

Purpose - This dissertation will be based on previous research while making further study on factors such as product’s features, personal consumer characteristics and social influence. Research design, data, methodology - The study conducted a survey on the 200 questionnaires` data in China from October to December 2011. By SPSS 17.0 analyzing the data to examine these hypotheses empirically, we can confirm most hypothesis supposed. Results - Elements like utilization, ease of use, pleasantness, personal innovativeness, compatibility, social image and attractiveness, play vital roles in the process of purchasing intent. Factors are ranged in an order in which their importance reduces gradually as follows: social image, attractiveness, utilization, personal innovativeness, ease of use, compatibility, pleasantness. Conclusions - This study provides factors which impact purchasing intent for high-tech products in Chinese Customers, with some practical knowledge. In order to achieve stable profit and proceeds, factors like social image, attractiveness and utilization should be taken seriously when developing marketing strategy of the smartphone.