FACTORS AFFECTING CONSUMER PURCHASE INTENTIONS FOR MOBILE PHONES : A COMPARISON OF CHINESE AND KOREAN CONSUMERS
핸드폰 브랜드에 대한 소비자의 구매의도에 영향을 미치는 요인：중국 소비자와 한국 소비자의 비교
- 주제(키워드) Purchase intention , Brand , Factors
- 발행기관 고려대학교 대학원
- 지도교수 이건봉
- 발행년도 2017
- 학위수여년월 2017. 8
- 학위구분 석사
- 학과 대학원 기업경영학과
- 원문페이지 100 p
- 실제URI http://www.dcollection.net/handler/korea/000000076527
- 본문언어 영어
- 제출원본 000045915993
초록/요약
The smart mobile phone market has been developing rapidly in recent years. The smart mobile phone market of China has become an important part of the mobile phone market of the world. China's mobile phone brands have also begun to enter the world and compete internationally. In order to take a competitive position internationally, it is very important to understand the purchasing intentions of consumers and the factors influencing consumers' intentions to buy mobile phones. However, existing literature has little research on the factors that affect the purchasing intentions of mobile phone consumers. Therefore, in order to deepen the understanding of the factors influencing consumer purchase intentions, this study carried out a comparative, international study. This study selected Korean and Chinese consumers as research subjects. According to the findings of this study, brand preference has a positive impact on the purchasing intentions of both Chinese and Korean consumers. However, consumer innovation, friends, selection of salesperson and price have a significant influence only on the purchase intentions of Korean consumers.
more목차
1. INTRODUCTION .............................................................................................1
2. LITERATURE REVIEW...............................................................................3
2.1 Internal factors................................................................................................3
2.1.1 Brand preference..............................................................................................4
2.1.2 Brand familiarity...........................................................................................5
2.1.3 Consumer innovation.....................................................................................7
2.1.4 Trust....................................................................................................................9
2.2 External factors..............................................................................................11
2.2.1 Reference group (Family and Friend)............................................................11
2.2.2 Salesperson.......................................................................................................13
2.2.3 Advertisement.............................................................................................14
2.3 Product factors.............................................................................................15
2.3.1 Price....................................................................................................................15
2.3.2 Quality..................................................................................................................17
2.3.3 Function................................................................................................................17
2.3.4 Ease of use......................................................................................................18
2.3.5 Durability.............................................................................................................18
2.4 Purchase intention........................................................................................19
3. RESEARCH MODEL AND HYPOTHSIS DEVELOPMENT ……………………....20
3.1 Internal Factors............................................................................................21
3.1.1 Brand preference and purchase intention.....................................................21
3.1.2 Brand familiarity and Purchase intention......................................................22
3.1.3 Trust and purchase intention..........................................................................24
3.1.4 Consumer innovation and Purchase intention..............................................25
3.2 External factors ...........................................................................................26
3.2.1 Reference group and Purchase Intention......................................................26
3.2.2 Salesperson and Purchase Intention .............................................................28
3.2.3 Advertisement and Purchase Intention........................................................30
3.3 Product Factors..............................................................................................31
4 METHODOLOGY........................................................................................33
4.1 Sample and Data Collection .........................................................................33
4.2 Measures ........................................................................................................41
4.3 Analysis........................................................................................................42
4.3.1 Reliability Analysis......................................................................................42
4.3.2 Validity Analysis..........................................................................................43
4.4 Difference Analysis.........................................................................................47
4.4.1 Gender Differences......................................................................................47
4.4.2 Age Differences............................................................................................48
4.4.3 Education level Difference..........................................................................50
4.4.4 Income Difference.......................................................................................51
4.5 Correlations Analysis.................................................................................54
5 RESULTS...........................................................................................................56
6 CONCLUSION......................................................................................................62
6.1 Implications............................................................................................................62
6.2 Limitation and Further Research.................................................................64
REFERENCE ...................................................................................................66
Appendix -Questionnaires (Chinese & English &Korean) .............................84
Table 1: Research object general information........................................................39
Table 2: Structure and Source.................................................................................41
Table 3: Analysis Reliability ..............................................................................42
Table 4: Confirmatory factor analysis (China) .....................................................44
Table 5: Confirmatory factor analysis (Korea) .....................................................45
Table 6: Gender Differences.................................................................................47
Table 7: Age Differences.......................................................................................49
Table 8: Education level Difference....................................................................50
Table 9: Income Difference................................................................................52
Table 10: Correlation analysis................................................................................54
Table 11: Summary of the Hypotheses testing......................................................56
Table 12: Results of Regression Analysis.........................................................60
