The Study for Global e-Business Competency Factors Influencing Purchase Intention of Smartphone on Chinese Consumer

The Study for Global e-Business Competency Factors Influencing Purchase Intention of Smartphone on Chinese Consumer

The purpose of this study is to explor e the factors affecting purchase intent ion of smartphone in Chinese consum ers. Researchers have identified five independent variables that affecting p urchase intention of smartphone duri ng this research, which included pric e, compatibility, security, social influe nce and consumer innovations, the “s atisfaction”, is the mediator, and the purchase intention is the dependent variable. The result of hypothesis veri fication is the followings: As the indep endent variables of compatibility and consumer innovations are affects sati sfaction; the price, security and social influence are not affects satisfaction and the satisfaction as the parameter affects the purchase intention which is the dependent variable in this study in Chinese consumers. At the end of this study, the marketing implications for advancing to China market based on the results of empirical analysis w ere presented.

The purpose of this study is to explor e the factors affecting purchase intent ion of smartphone in Chinese consum ers. Researchers have identified five independent variables that affecting p urchase intention of smartphone duri ng this research, which included pric e, compatibility, security, social influe nce and consumer innovations, the “s atisfaction”, is the mediator, and the purchase intention is the dependent variable. The result of hypothesis veri fication is the followings: As the indep endent variables of compatibility and consumer innovations are affects sati sfaction; the price, security and social influence are not affects satisfaction and the satisfaction as the parameter affects the purchase intention which is the dependent variable in this study in Chinese consumers. At the end of this study, the marketing implications for advancing to China market based on the results of empirical analysis w ere presented.