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An Empirical Study of Consumers' Smartphone Purchase Intentions in Korea and China

Cho, Hyun Jun 1 Chen XU 2

1건국대학교
2亞信聯創科技中國有限公司 人力資源部

Accredited

ABSTRACT

This paper applied the technology acceptance model (TAM) to review factors affecting consumers’ intentions to purchase smartphones. Set as independent variables were five factors including ‘function & properties’, ‘security’, ‘applications’, ‘perceived cost’ and ‘social influence,’ which are associated with smatphone-specific characteristics; in addition to ‘ease of use’ and ‘usefulness’, ‘satisfaction’ was added to the parameter. This research model was empirically tested, using survey data for 318 residents in Seoul and Beijing. The paths of relationships among those factors which appeared to be statistically significant in hypothesis testing are as follows: function & properties→usefulness; security→ease of use; applications→ease of use; applications→usefulness; perceived cost→satisfaction; social influence→usefulness; ease of use→usefulness; satisfaction→purchase intentions; usefulness→purchase intentions. In particular, the usefulness (.297) compared to the satisfaction (.578) appeared to have greater impact on purchase intentions. The relationship between factors affecting purchase intentions appeared to show statistically significant difference between Seoul and Beijing. Social influence appeared to have significant impact on purchase intentions in Seoul, but not in Beijing. Beijing compared to Seoul showed more significant impact than usefulness. Consumers in Seoul seemed more interested in ‘application.’ In contrast, Beijing consumers appeared to react more strongly to perceived cost.

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* References for papers published after 2022 are currently being built.