CONSUMER REPURCHASE INTENTION ON SMARTPHONE IN HONG KONG

Abstract

Nowadays more and more researchers start to put the emphasis on the importance of consumer repurchase intention, because the technology push smartphone industry grow extremely fast and the market environment is changing every day. As one of the primary indicators, it is significant for marketing managers to make full use of consumers’ repurchase intentions to measure the demands of the customers so as to forecast the sales and decide the action plan managers will take in the future, which is also significant for the large smartphone industry. Since the majority of research focus on western countries so this research put the context in Hong Kong to investigate influencing factors about consumer repurchase intention on smartphone in Hong Kong.

Based on the theoretical review of consumer repurchase intention, influencing factors including brand image, quality and price this paper do the analysis on 200 data and uses descriptive analysis methods to analyze the hypothesis. The sample data was collected through questionnaire survey, and SPSS data statistics software was used to verify the hypothesis, to ensure the reliability and accuracy of this research. As a result, this research found that brand image, quality and price were all influencing factors on consumer purchase intention on smartphone in Hong Kong.