Are smartphone buyers being rational?
DOI:
https://doi.org/10.31933/dijdbm.v4i5.1984Keywords:
Rational Aspect, Emotional Aspect, Purchase IntentionAbstract
This research is related to consumer behavior when purchasing a smartphone one of product that is closely related to technology. The purpose of this study is to determine marketing strategies by analyzing consumer behavior both rational aspect and emotional aspects. The independent variables represent rational aspect are technology, price perception, e-WoM, while emotional aspect represented by Emotion variable, and Trust is selected as a mediator variable of rational aspect. As the dependent variable is the intention to buy a smartphone. This research is a quantitative research, the sample used in this study was taken by purposive sampling method with the criteria of the respondent is smartphones users. The number of samples in this study is 338 respondents. The analysis used in the research uses structure equation modeling (SEM) to test the hypotheses in the proposed research model.
References
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Mohseni, Vahid, Nilashi M, Mardani A, S. Dalia. (2018), A new model for customer purchase intention in e-commerce recommendation agents. Journal of international studies, 11 (4), 237-253. DOI:10.14254/2071-8330.2018/11-4/17
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Yu-Chih Huang, Lan Lan Chang, Chia-Pin Yu & Joseph Chen. (2019), Examining an extended technology acceptance model with experience construct on hotel consumers’ adoption of mobile applications, Journal of Hospitality Marketing & Management, 28 (8), 957-980, DOI: 10.1080/19368623.2019.1580172
Fadhilah, Farah P.W., Lina, A. (2016), Factors Affecting Trust on Purchase Decision Through E-Market Place, International Journal of Economics, Business and Accounting Research (IJEBAR), Vol 5(4)
Fradiani, E.Y., Astrid, P. (2018), The Role of Trust as A Mediation between the Effect of Perceived Usefulness and Perceived Ease of Use to Interest to Buy E-Book, Journal of Applied Management (JAM) Volume 16 (3)
Hair, J.F., Risher, J., Sarstedt, M. and Ringle, CM. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Haroon, Jasim Muhammad, Qadir Imran, Zaman Yaser. (2017), Technology acceptance and purchase intention towards 3G technology among millennial smartphone users: A case of Pakistan. Management Science Letters, 7, 63–72
Herman, Fassou Haba & Hassan,Zubair & Dastane, Omkar. (2017). Factors Leading to Customer Perceived Value of Smartphone and its Impact on Purchase Intention. Global Business and Management Research: An International Journal, 9, 42-71.
Iqbal, A., Noor, A.K., Azam, M., & Faridi, M.R. (2022), E-WOM effect through social media and shopping websites on purchase intention of smartphones in India. Innovative Marketing, 18(2), 13-25. DOI:10.21511/im.18(2).2022.02
Ivana, W. and Uturestantix. (2018), Does Brand Image Certainly Mediate Relationships between e-WOM and Purchase Intention? A Case Study of Samsung Smartphone Marketing in Papua. Advances in Social Sciences Research Journal, 5 (3), DOI: 10.14738/assrj.53.3896.
Konuk, F. A. (2018), The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food, Journal of Retailing and Consumer Services, 43(April), 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
Le, Minh Duy & Ou Yang, Shirley & Quan, Henry. (2019). Factors Influencing 5G Smartphone Purchase Intention: A Mixed-Method Study Among Vietnamese Users. Conference: The Seventh Taiwan Workshop for Information management
Lu, B., W. Fan, and M. Zhou. (2016), Social presence, trust, and social commerce purchase intention: An empirical research, Comput. Human Behavior., vol. 56, doi: 10.1016/j.chb.2015.11.057
Mohseni, Vahid, Nilashi M, Mardani A, S. Dalia. (2018), A new model for customer purchase intention in e-commerce recommendation agents. Journal of international studies, 11 (4), 237-253. DOI:10.14254/2071-8330.2018/11-4/17
Nguyen Thi Huong LY and Phuong Viet Le-Hoang. (2020), Factors Influence Intention to Buy Smartphone: The Role of E-Wom, International Journal of Management, 11 (7), 953-961.
Statista Research Department (2022), Smartphone Users in Indonesia 2017-2026.
Diunduh dari: https://www.statista.com/statistics/266729/smartphone-users-in-indonesia/https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ pada 12 Desember 2022.
Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). Jurnal Manajemen, 21(2), 179–194. https://doi.org/10.24912/jm.v21i2.230
Yu-Chih Huang, Lan Lan Chang, Chia-Pin Yu & Joseph Chen. (2019), Examining an extended technology acceptance model with experience construct on hotel consumers’ adoption of mobile applications, Journal of Hospitality Marketing & Management, 28 (8), 957-980, DOI: 10.1080/19368623.2019.1580172
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2023-08-09
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