Exploring The Factors Affecting Purchasing Intention of Smartphone

INTERNATIONAL UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM
SCHOOL OF BUSINESS Independence - Freedom - Happiness

ASSURANCE QUALIFIED THESIS

Students Name: Nguyen Thanh Trung Hieu
Student ID: MBA05010
Title of Thesis: EXPLORING THE FACTORS AFFECTING PURCHASE
INTENTION OF SMARTPHONE: A STUDY OF OFFICE
WORKERS IN HOCHIMINH CITY, VIETNAM

Advisor:

I assure that the content of this thesis has been qualified all requirements for a
research paper and able to participate in the final thesis defense.

Approved by

Dr. Pham Hong Hoa

EXPLORING THE FACTORS AFFECTING PURCHASE INTENTION OF
SMARTPHONE: A STUDY OF OFFICE WORKERS IN HOCHIMINH
CITY, VIETNAM

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION
In International Business

By
Mr. Nguyen Thanh Trung Hieu
ID: MBA05010
International University - Vietnam National University HCMC
September 2014

SMARTPHONE: A STUDY OF OFFICE WORKERS IN HOCHIMINH CITY,
VIETNAM
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In International Business
by
Mr. Nguyen Thanh Trung Hieu
ID: MBA05010
International University - Vietnam National University HCMC
September 2014
Under the guidance and approval of the committee, and approved by all its members,
this thesis has been accepted in partial fulfillment of the requirements for the degree.
Approved:

---------------------------------------------- ---------------------------------------------
Chairperson

Advisor: Dr. Pham Hong Hoa
---------------------------------------------- ---------------------------------------------
Committee member

Committee member

---------------------------------------------- ---------------------------------------------
Committee member Committee member

Acknowledge
This study would not have been completed without the kind guidance and the support
of my supervisor, my family and friends.
First of all, I would like to express my profound gratitude and appreciation to my
supervisor Dr. Pham Hong Hoa for her valuable guidance, advices and
recommendations throughout this research. Thank you for your kind support every
time I am in need for consultation.
I would like to express my great appreciation to all the teachers of the Masters
program in the International University, who imparted their knowledge and
experience to me during the past two years.
I would like to give special thanks to my beloved family which has been my
inspiration throughout the past time and always been the endless source of joy in my
life.
It is also my pleasure to have the opportunity to study with classmates from
MBAIU05 who have shared with me their impressive knowledge and skills during the
challenging courses of the MBA program.
Finally, I would like to thank the members of the Examination Committee for taking
time and giving valuable comments so that I could improve this thesis.

Plagiarism Statements
I would like to declare that, apart from the acknowledged references, this
thesis either does not use language, ideas, or other original material from anyone; or
has not been previously submitted to any other educational and research programs or
institutions. I fully understand that any writings in this thesis contradicted to the
above statement will automatically lead to the rejection from the MBA program at the
International University Vietnam National University Ho Chi Minh City.

Copyright Statement
This copy of the thesis has been supplied on condition that anyone who consults it is
understood to recognize that its copyright rests with its author and that no quotation
from the thesis and no information derived from it may be published without the
authors prior consent.
Nguyen Thanh Trung Hieu/MBA05010/2011-2014

Table of Contents
Chapter 1. Introduction ............................................................................................................... 1
1.1 Research Background....................................................................................................... 1
1.2 Research Problems .......................................................................................................... 2
1.3 Research Questions ......................................................................................................... 3
1.4 Research Objectives ......................................................................................................... 3
1.5 Research scope and limitation ......................................................................................... 3
1.6 Significant of the Research .............................................................................................. 4
1.7 Research Methodology .................................................................................................... 4
1.8 Structure of Research ...................................................................................................... 6
Chapter One: Introduction ......................................................................................... 6 1.8.1
Chapter Two: Literature review ................................................................................. 6 1.8.2
Chapter Three: Research Methodology ..................................................................... 6 1.8.3
Chapter Four: Data Analysis and Findings .................................................................. 6 1.8.4
Chapter Five: Conclusion ............................................................................................ 6 1.8.5
Chapter 2. Literature Review ....................................................................................................... 7
2.1 Dependent Variable ......................................................................................................... 7
Purchase intention ..................................................................................................... 7 2.1.1
2.2 Independent variable ....................................................................................................... 8
Price ............................................................................................................................ 8 2.2.1
Brand ........................................................................................................................ 10 2.2.2
Compatibility ............................................................................................................ 10 2.2.3
Product Feature ....................................................................................................... 11 2.2.4
Relative Advantage .................................................................................................. 12 2.2.5
Social Influences ....................................................................................................... 13 2.2.6
2.3 Review of relevant theory .............................................................................................. 13
Diffusion of innovations ........................................................................................... 13 2.3.1
Social Identity Theory ............................................................................................... 15 2.3.2
Theory of Materialism .............................................................................................. 15 2.3.3
2.4 Proposed Theoretical Framework .................................................................................. 17
2.5 Hypothesis Development ............................................................................................... 17
Chapter 3. Methodology ............................................................................................................ 19
3.1 Research design ............................................................................................................. 19
3.2 Data collection methods ................................................................................................ 19
Primary data ............................................................................................................. 19 3.2.1

Secondary data ......................................................................................................... 20 3.2.2
Sampling design ....................................................................................................... 20 3.2.3
Sampling Technique ................................................................................................. 21 3.2.4
Research instrument ................................................................................................ 22 3.2.5
3.3 Data analysis .................................................................................................................. 26
Descriptive statistics................................................................................................. 26 3.3.1
Reliability test ........................................................................................................... 26 3.3.2
Exploratory factor analysis (EFA) ............................................................................. 27 3.3.3
Pearson Correlation Coefficient Test ....................................................................... 27 3.3.4
Multiple regression analysis ..................................................................................... 27 3.3.5
Chapter 4. DATA ANALYISIS AND Findings ................................................................................. 29
4.1 Sample description ........................................................................................................ 29
Sample ...................................................................................................................... 29 4.1.1
Demographic profile ................................................................................................ 29 4.1.2
4.2 Descriptive statistics ...................................................................................................... 33
4.3 Cronbachs alpha reliability test .................................................................................... 36
4.4 Exploratory Factor Analysis (EFA) .................................................................................. 39
4.5 Pearson Correlation Coefficient ..................................................................................... 43
4.6 Multiple Regression Analysis ......................................................................................... 46
4.7 Test of Hypothesis .......................................................................................................... 48
Chapter 5. CONCLUSION ............................................................................................................ 53
5.1 Conclusion ...................................................................................................................... 53
5.2 Practical implication ....................................................................................................... 54
5.3 Limitation and further recommendation ....................................................................... 56

Table 1 - Coded items of measurement scale ................................................................... 26
Table 2 - Rules of Thumb about Correlation Coefficient ................................................. 27
Table 3 - Demographic of Respondents ............................................................................ 30
Table 4 - Crosstab between age and average income of respondents ............................... 32
Table 5 Descriptive statistics of respondents ................................................................. 34
Table 6 - Cronbach's Alpha rule based on George and Mallery ....................................... 36
Table 7 - Reliability test for consumers purchase intention on smartphone ................... 37
Table 8 Reliability test of Brand (1
st
run) ...................................................................... 38
Table 9 - Reliability test of Brand (2
nd
run) ...................................................................... 38
rd
run) .................................................................... 39
Table 11 - The final table of Cronbachs alpha reliability test ......................................... 39
Table 12 Exploratory Factor Analysis (EFA) for independent variables ...................... 41
Table 13 Group of EFA ................................................................................................. 42
Table 14 Exploratory Factor Analysis (EFA) for independent variables ...................... 42
Table 15 - Pearson Correlation Testing ............................................................................ 44
Table 16 - Multiple regression testing .............................................................................. 47
Table 17 - Reliability Test of Respondents....................................................................... 73

Figure 1 - Diffusion of innovations model. Rogers, E.M. (1995) .................................... 14
Figure 2 - Conceptual model: Factors affect purchase intention of smartphone .............. 17
Figure 3 - Sex of Respondents .......................................................................................... 30
Figure 4 - Age of Respondents ......................................................................................... 31
Figure 5 - Average income of respondents ....................................................................... 31

Abstract
In a world of digital devices, people require more convenient and powerful gadgets on
hand to support for their daily works as well as their need for entertainment.
Smartphone is invented to fulfill those demands, furthermore, provided a most
compact assistant in the pocket. While replace some simple task of work from the
traditional computers, smartphone also play a vital role in peoples lifestyle. This
leads to a booming in the smartphone industry while more and more people want to
own one smartphone. Nevertheless, it is a fact that there are too many brand of
smartphone found at the current, making the process of choosing a smartphone
become more complicated.
The study aim to explore the factors affecting purchase intention of smartphone
among the office workers in Hochiminh City. The initial factors include: Price, Brand,
Relative Advantage, Compatibility, Product Features, Social Influence and Purchase
Intention. 218 respondents have provided data for the study. The process of collecting
is online surveys via the Qualtrics electronic form using likert scale. The data was
analyzed through SPSS 20. The results of this research were unhide base on
answering the research questions.

1
CHAPTER 1. INTRODUCTION
1.1 Research Background
Since the introduction of 1
st
IPhone generation, the consumer has inherited a rapid
innovation by smartphone manufacturers. Nowadays, smartphone is considered as a
must-have stuff by most urban persons. Thanks to its fabulous features, smartphone
users may experience things out of communicating: browsing webs, enjoying medias,
playing games, checking emails, using as a navigator, participating in social sites and
so on (Qiang Xu, 2011). In the other hands, smartphone is also named as an "indicator
of status, prestige and lifestyle" (Mohd Azam Osman, 2012). That leads to a trend of
switching from feature phone to smartphone.
It is a normal sense to see one working at office using a smartphone checking their
emails, reading feeds on their Facebook. From a C.E.O to an apprentice, they all
maintain a regularly online status throughout a day with office Wifi or broadband cell
signal. A recent survey conducted by Google an Ipsos Media CT in Vietnam (2013)
indicated that: 70 percent of interviewees using their smartphone daily in past seven
days, while 91 percent of them use their smartphone at works, meanwhile, 58 percent
spent more time online with their smartphone in the last 6 months (Google Our
mobile planet: Vietnam, quarter 3, 2013). Hence, smartphone is transforming the
consumer behaviors.
Nevertheless, a huge number of manufacturers in the smartphone industry, creates
plenty of models, lead to an embarrassment of consumer while choosing a smartphone.
This generates a hard task for one manufacturer to persuade their potential customers
distinguishing between its products and others. Therefore, it is essential to know what
factors influencing the purchase intention of smartphone.

2
1.2 Research Problems
Recent market research by Google has indicated that there are about 17 million
Vietnamese had been using smartphone (GlobalWebIndex, 2013). The figure is
counted as approximately 20% of Vietnam population. In this emerging market, there
is still lot of potential for mega smartphone manufacturers as Samsung, LG, and
Apple as well as Chinese or Vietnamese ones. Especially, in the group of office
workers, who are in the raising of income and spend on hi-tech products frequently.
According to Gartner (2013), trend of using smartphone and tablet to improve
productivity as well as to provide more entertainments might be required by half of
office workers in 2017.
Despite the dramatic increasing of smartphone sales in Vietnam, there are not many
researches on the consumer's perception of purchasing smartphone, and there are no
static evidences to provide a better understanding between the enterprises and the end-
users purchase intention. Thus, it is an essential for the the
manufacturer/distributor/retailer to know what factors affecting to the consumer's
purchase intention of smartphone, particularly, to the office workers. Since then, they
might be benefited by understanding their potential perceptions.
As the above reasons, I have chosen the topic:
SMARTPHONE: A STUDY OF OFFICE WORKERS IN HOCHIMINH CITY,
VIETNAM
The study is to clarify the factors affecting the office workers purchase intention, and
then choose the right strategy for the real enterprises to approach the consumer in

3
terms of boosting their sales volume. Furthermore, the hi-tech topics are also my
favorite.
1.3 Research Questions
Regarding to the research problems above, question has been raised for the research
as below:
Which factors will affect the consumer's purchase intention of smartphone?
Which factor will most influence the consumers purchase intention of
smartphone?
1.4 Research Objectives
At first, the research is aimed to identify the factors affecting to the office worker's
purchase intention of smartphone in Hochiminh City. To be more detailed, the
research is to manage these tasks:
To build a conceptual model for the research base on the previous researches
and literatures
To explore the factors affect the purchase intention of smartphone
To gather information and analyze the results, as well as, to give
recommendation to rate consumer's intention
1.5 Research scope and limitation
This research only apply to office workers to find out their purchase intention of
smartphone. Furthermore, the research only aims to ones who live in Hochiminh City,
as this is one of the two biggest city in Vietnam with high rate of smartphone users.
Moreover, there are plenty of enterprises operating in the city at the current.

4
However, this means that the data does not present the whole pictures of Vietnamese
consumers. In the other hand, the small size of sample might not be large enough due
to lack of resources.
1.6 Significant of the Research
One of the most important purpose of this study is to provide a deeper insight of
consumers in terms of factor affecting on purchase intention of smartphone. Since
then, smartphone manufacturer as Samsung, Nokia and Sony might obtain proper
information about their consumers requirement for a smartphones design, feature,
price settings and so on. Taking advantages of those knowledge, firms might have
better strategies planning to adjust their products in order to fulfill what an office
worker might want from their smartphone.
Firms also might concern on social influence on the consumers, which can be solved
at the end of this research. From the results, more appropriate marketing tactics might
be used as to persuade the consumers in terms of their social relations affection.
Finally, results of this thesis might be a reference for further research on the same
topic, especially to researchers who might want to explore those issues in a larger
scope or with different samples.
1.7 Research Methodology
Literature reviews are performed at first, based on these precious theories, conceptual
model would be made. Quantitative research method would be applied to design
questionnaire implementing in convenient sampling method. Data would be gathered
and analyzed with SPSS for further static findings. Since then, conclusions and
recommendations would be conducted.

5

6
1.8 Structure of Research
The research consist of five following chapters:
Chapter One: Introduction 1.8.1
Providing the introduction of the research with background, problem statements,
research questions and objectives, scope, limitation and research methodology
Chapter Two: Literature review 1.8.2
By providing the concepts and theories concerning the research problem, the whole
chapter concentrates in the purchase intention, perceived customer value, perceived
product quality, valance of experience, customer service, trust, brand etc.
Chapter Three: Research Methodology 1.8.3
The Chapter clarify the way to conduct the research and statistical method to be used
in the thesis, as well as providing the research process, questionnaire designing,
sampling method, survey implementation as a foundation for statistical analyzing
Chapter Four: Data Analysis and Findings 1.8.4
This chapter goes on details with figures and numbers recorded by previous steps,
which offers interviewees profile, analyzing the raw materials inputted throughout
Statistical Package for the Social Science (SPSS), since then, further discuss of the
research might be given
Chapter Five: Conclusion 1.8.5
Base on the above steps, the author provide conclusion according to his personal side
for the final results, furthermore, present the recommendations for future researches.

7
CHAPTER 2. LITERATURE REVIEW
Critical points of current knowledge will be presented in this chapter. The purpose is
to provide substantive findings as well as theoretical and methodological which to
contribute to the topic research process. Meanwhile, the literature reviews are also
considered as prestige secondary sources, which do not present any new research
information
2.1 Dependent Variable
Purchase intention 2.1.1
Defining as a plan to purchase certain good or service in the future, purchase intention
does not always confirm should the plan implement as it is also affected by ability to
perform (Warshaw & Davis, 1985). We could also consider the purchase intention as
what the consumers think and will buy (Blackwell, Miniard, & Engel, 2001).
Furthermore, purchase intention could be useful by understand the possibility of a
customer on that lead to a purchasing action, which can be understand that the
stronger the purchase intention is, the higher possibility to purchase particular product
or service occur (Schiffman & Kanuk, 2000). Through a process of consumer
behavior toward buying a product or a service, the consumers purchasing intention
might formed by recognition, information seeking, alternative products evaluating,
purchasing behavior and post-purchase step of mind (Schiffman & Kanuk, 2000)
The purchase intention should also be considered as consumers tendency on an
object, often measures the intention to buy of consumers (Kim & Kim, 2004). Final
cognitive step in decision making process is also the intention to purchase towards
particular products or services, according to Han (1990), Pecotich, Pressley and Roth
(1996). Furthermore, it is also a favorable topic in the marketers side as its ability to

8
dig more consumers insight, since then, they can find appropriate segmentation
before deciding to launch a new product into any markets (Silk & Urban, 1978).
Kumar (2000) also indicated that, purchase intention can be used to predict future
demand. Finally, there are evidence about an relationship between the relative
advantage, price, social influence and product compatibility with purchase intention
(Juha, 2008;Yue & Suart J, 2011; Ima Ilyani Ibrahim, 2013). There are also positive
relations between brand name and Product Features and purchase intention (Mei Min
and Chow, 2012)
2.2 Independent variable
Price 2.2.1
It has been researched that price were always the most concerned issue from the
consumer whenever they were to make a buying decision (Smith and Carsky, 1996).
Meanwhile, Nagle and Holden (2002) indicated the role of price as a monetary value,
using by the consumers in order to trade with the sellers for products or services
Aaker (1991) stated that the image of a brand is mainly established by the price, in
the consumers side, the behavioral intentions are affected from the price positively.
In other words, a high (or low) price presents a high (or low) quality or image.
Likewise, two type of products by price has been provided: high-priced brands and
low-priced brands (Kunal et al., 2010). Image are indicated as the key factor of high-
priced brands. Similarly, people tend to consume high-priced brand products due to
their image and adapt for a premium price in order to perceive their value and status,
which make the consumers price-inelastic (Bolton, 1989). Meanwhile, low-priced
brands are chosen to utilize their value, often by consumers who tend to choose

9
products in terms of price par value. Thus, consumers would chose a low-priced
brand product or looking for and subtitled one for the best value (Kunal et al., 2010).
As a result, Rao and Monroe (1988) indicated that consumers have a tension to
separate the higher price with higher quality and the lower price with inferior quality.
Etgar and Malhotras (1981) found consensus to claim that high price goods and
services are equals to high quality in most of consumers perception. Therefore, if the
quality or features are comply to the consumers expectation, they should accept a
price level at peak to fulfill their demand; the consumers might consider the price at a
fair deal and willing to pay at a higher price if they could be deserved by what quality
and service they expect (Monroe, 2003)
More than dozen of mobile brands could be found in todays market, with plenty of
series, which offer different price levels. On the website of thegioididong.com, the
largest mobile phones retailer in Vietnam, consumer may find 14 various brands of
smartphone, this leads to wide range of price for each segment of products. The strong
brand may be an advantage to encourage the consumer choosing one product.
Nowadays, people sometimes does not consider price at the most important element.
There is a trend of consumers who might be willing to pay high price for their
smartphone and receive a higher quality or services. There is about 38.81%
Vietnamese consumers who ever own a smartphone believe that Iphone, a luxury
product, is the best smartphone they ever wanted (Jana, 2014 Smartphone
preference and spending). According to the research, Vietnamese consumers also
acquire more on quality and higher level of services.

10
Brand 2.2.2
In a world of massive production, brand presents as a special characteristic for a
product or service. It could be considered as a valuable asset to stand for quality and
suggest precise information about the brand (Srinivasan, 2002). It was also
distinguished as to improve products value (Dodds, Monroe and Grewal, 1991).
Brand was also stated to indicate a product by its name (Rotfled, 2009). The
American Marketing Association define brand as name, term, symbol, or design, or
a combination of them intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition.
The main function of a brand name is to confirm a products quality (Rao and
Ruekert, 1994). Farquhar (1989) define the value of a brand was brand equity. And it
was proven that an important phase of building brand is developing brand equity
(Keller, 1998). Lastly, the consumers evaluation was influenced by the products
brand, which might lead to the buying decision (Khasawneh and Hasouneh, 2010)
After the survey in United States, England and Australian, The Wall Street Journal
announced that the smartphone owners show the power of brand loyalty. It was also
found the positive influence of consumer satisfaction on building positive brand,
which lead to purchase intention respectively (Zahra Seyed Ghorban, 2012). Chia and
Hao (2013) found that the myth impression of the specific brand existed prior to the
decision to buy the product. As a result, the amount of sales of smartphone mostly
depends on the brand itself.
Compatibility 2.2.3
When consumer perceives a product or service in their personal lifestyle choices, we
call that the compatibility. Consumers wants, beliefs, values, consumption patterns

11
might match with a product and service, we approve that they are highly compatible
(Joep W, Ruud T and Tammo H, 2011). It is believed that demand and purchase
intention of consumers is significantly affected by the compatibility (Gatignon and
Robertson, 1991). While product compatible is put at a high priority, consumers ideal
and expectation is getting closer to a product. Since then, more profit could be
generated due to a raise in demand, which has been affected by satisfying the
consumers before.
Product Features 2.2.4
When buying or consuming a product, the consumers may be satisfy with a products
attribute, which might be a connection with their needs or demand, this attribute is
called a feature (Kotler, 2007). There is no doubt that various features might offer
different perception towards smartphone. Nowadays, Smartphone is considered to be
stand for a sustainable connection with internet, surfing the web, useful software,
ability to manage files, recording photos and videos, entertainment tools, bulky
memory of storage, GPS, navigation and large screen with high density of display
(Oulasvirta, 2011). Gowind (2010) also stated that operation system and camera were
two of the most favorite features consumers required from a smartphone. Meanwhile,
iOS, Android, Windows Phone and Blackberry OS are the most concerned operating
systems. Nevertheless, it is hoped to recognize that each of them has its own
characteristics and foundation (Chang and Chen, 2005).
It is also stated that products are chosen by their specific benefits created from
attributes, which might be usable to personal value (Wickliffe and Psyarchik, 2011).
At the current, mobile applications are introduced everyday, help the consumers to
maximize the usable time from smartphone. This leads to a fact that smartphone
buyers put functionality over the other factors when choosing smartphone (Kantar

12
Media, 2014 - The smartphone purchase experience, p.5). On the other hand,
marketers trend to use the attributes that the consumers tend to compare between
brands to advertisement, this aim to influence the consumers in choosing the
appropriate product by enhancing the attributes message. (Puth, 1999)
Relative Advantage 2.2.5
The degree for an innovation to be perceived as a higher level than other products in
the market is considered as relative advantage (Tidd, 2010). Moreover, product with
innovation placed in a long distance with the behind ones might gain a higher relative
advantage degree, this might be resulted in a lower price but higher eases of use,
enhanced Product Features and increased the products adoption are (L.Kurtz,
H.F.MacKenzie, & Snow, 2009). The relative advantages component can be reflect
in economic issues including: social status, convenience, economic gains and low cost.
Relative advantage from an innovation can achieve better acceptability and diffusion
speed (Ho and Wu, 2011). Roach (2009) stated that relative advantage was one of the
most consistent predictors of innovation adoption.
It also has been considered that relative advantage was in connection with the benefits
has been made by using new technology comparing to the cost. This means that the
consumers will experience low economic advantage in term of choosing a very
expensive product comparing to the competitors (Sypher, 1997). In the smartphone
markets perspective, relative advantage might be seen as the perception of the
consumers to be favor with one advertising message in comparison with the others
(Roach, 2009)

13
Social Influences 2.2.6
There are researches to confirm the relationship between virtual communities, an
important sources of social influences, with purchase intention (Bickart & Schindler,
2001). It is noted that persons choice, behaviors and belief may affect to others, this
theory can be found in most social sciences. People try to understand, relate to others
and be themselves; hence, influence motives appear with one person might change
their perception of an issue, product or brand. Up to date, the most important motive
has been researched is the expectation of one person to keep their value reference
aligned with his or her groups, as well as to be differentiated from devalued ones
(Asch, 1951)
Raising in trend of using SNS (Social network sites) as Facebook, Instagram has been
found in smartphone recently. GlobalWebIndex (2014) announced that up to 20
percent of Vietnamese use their social accounts on smartphone, especially, Facebook
gained the largest population of 95% of smartphone users. It is a nature that
smartphone users find more convenient in keeping relation with their friends,
colleagues and families in social network sites. Since then, user is probably affected
by their friends, colleagues and families somehow in their decision of buying a
product or service. A person can be gratefully influenced by the social, particularly
when they are in a community with same thought, attitude, feeling or behavior
(Rashotte, 2007)
2.3 Review of relevant theory
Diffusion of innovations 2.3.1
A new product might be adopted by consumer in particular culture structure, this
lively illustrate the theory of diffusion of innovations. Consumer is to adopt or not

14
adopt to a new product affected by four different stages: knowledge, persuasion,
decision and confirmation (Rogers E., 1995; Fliegel, Frederick, & Joseph, 1966).
There are factors might affect the consumer adoption of new product in the stage of
persuasion. They could be defined as perceived characteristics of innovations or
product characteristics including: relative advantage, trial ability, compatibility,
complexity, and so on. Communication sources also might influence them (Rogers E.,
1995; Assael, 1992; Gatignon & Robertson, A propositional inventory for new
diffusion research, 1985). Lastly, those factors will affect purchase intention, which is
considered as the willingness to purchase one product, alongside with ability to
purchase this product form a demand (Rogers E., 1995; Fliegel, Frederick, & Joseph,
1966)

Figure 1 - Diffusion of innovations model. Rogers, E.M. (1995)

15
Social Identity Theory 2.3.2
Social identity express the idea that persons from a particular social group need to
match with the conditions of those group in order to avoid of discrimination.
Furthermore, those persons in group self-categorize themselves in the ways conform
to their group norms or do things to gain the groups favor (Tajfel and Turner, 1979).
Individual think, feel and action to his personal, family and so on might be affected by
different social contexts, according to the social identity theory (Turner, 1982; Jane
and Peter, 2000).
In the context of smartphone, if most persons in a particular group adopted the
smartphone, the rest who not yet adopt might be considering of an adaptation. Those
thoughts comes from an intention to be categorized into this group and being a part of
them (Jane & Peter, 2008)
Theory of Materialism 2.3.3
People are affected by materialism in their lives, they gain happiness in the possession
of particular luxury product, and hence they trend to persuade them different ways.
Materialistic persons are matched with desires and goals to achieve wealth, so that
they could own certain luxury products in order to take the senses of social
recognition (Tim, 2002; Yusuf & Abdullah, 2003)
According to Vitzthum (1995) and Lange (1925), consumers might experience high
value on luxury product, this include new technology as well as innovative product, as
those products are always at a higher price, and those situations define the theory of
materialism. To be detail, high price product like smartphone might influence the
consumers purchase intention, however, it is a normal sense if the purchasing power
in general increases, opening chances for more people to own ones, then the social

16
status of using smartphone might no longer be available (Jee Han, Joseph, & Xavier,
2010)

17
2.4 Proposed Theoretical Framework
Ima Ilyani Ibrahim (2013) state on his study of purchase intention of smartphone in
Malaysia once again stated that the mentioned issued significantly affected by social
influence, even though the strength differ. It is also the factor hast most impact beside
the others are: Relative Advantage, Price and Compatibility. In connection with the
literature review above, it is proposed to the conceptual framework in which display
the independent and dependent variables and connection between them as below:

(Independent variables) (Dependent variable)
Figure 2 - Conceptual model: Factors affect purchase intention of smartphone
2.5 Hypothesis Development
This paper studies the association between the six independent variables, such as
Price, Brand, Compatibility, Product Features, Relative Advantage and Social
Price
Brand
Compatibility
Product Features
Relative Advantage
Social Influence
Purchase
intention
H
1

H
2

H
3

H
4

H
5

H
6

18
Influence, and purchase intention of Smartphone among office workers in Hochiminh
City. With this goal, we propose to test the following hypotheses:
H
1
: There is an impact from price towards purchase intention of Smartphone among
office workers in Hochiminh City
H
2
: There is an impact from brand name towards purchase intention of Smartphone
among office workers in Hochiminh City
H
3
: There is an impact from compatibility towards purchase intention of Smartphone
H
4
: There is an impact from Product Features towards purchase intention of
Smartphone among office workers in Hochiminh City
H
5
: There is an impact from relative advantage towards purchase intention of
H
6
: There is an impact from social influences towards purchase intention of
H
7
: At least one factor (Price, Brand, Compatibility, Product Features, Relative
Advantage and Social Influence) have the most significant influence on the purchase
intention of smartphone among office workers in Hochiminh City

19
CHAPTER 3. METHODOLOGY
3.1 Research design
As a descriptive research, this thesis may present the researchers intention to use
quantitative data to illustrate the characteristics of the population, as well as to study
the phenomenon. Advantage of this type of research is to collect unique data from
case studies. Data was collected to provide an insight from consumers in various
aspects of their lives, which other methods can not apply better (Swindells, 2004).
Moreover, the method could provide an ability to finalize the result and approve or
disapprove hypothesises
At last, questionnaire was considered as an instrumental to imply in the research.
Group of categorized questions would be provided to collect primary data. It is fast,
inexpensive, efficient, and effective method compared to others (Key & P., 1997).
3.2 Data collection methods
In general, the two types of data could be defined as primary data and secondary data.
While the primary data is usually collected throughout research and surveys to solve
specific purposes, the secondary data is considered as existing information. Both of
the two mentioned types are used in researches frequently to offer more reliability as
well as validaty.
Primary data 3.2.1
Quantitative research was applied in the research to determine the hypothesis. In
particular, questionnaire was used to gather information by their wide range of
questions from individuals. In the other hands, questionnaire could be used with
different type of sampling techniques, which can be easily administered via email,
telephone, face to face interview, internet electrical form and so on. The questionnaire
was provided into different sections, which covered all the required information for

20
the hypothesis, as well as the demographics from the interviewees for further
exploration.
Secondary data 3.2.2
Literally, information analysis gathered from other sources (e.g., researcher and
institutions) is considered as secondary data (Cnossen & Christen, 1977). Two type of
secondary data could be known as electronic based sources and paper based sources.
Secondary data is also known as an efficient yet economic sources. In the limitation
of the research, electronic based sources are more preferable due to its ease of
searching and convenience. Throughout internet, the researchers acquire more
knowledge on the thesis topic, as well as understanding relevant theories, which
helping in further step of researching.
Sampling design 3.2.3
A process of selecting a smaller group of people with similar characteristics and
preferences as the total group where it is chosen is call sampling (Wrenn, Stevens, &
Loudon, 2006). To collect data effectively and efficiently, designing a sampling
framework is important to any researcher. Furthermore, selecting most appropriate
samples means to provide more accurate answer while collecting the questionnaire.
3.2.3.1 Sampling frame and sampling location
The data was gathered by an electronic survey provided by Qualtrics, a leading
quantitative research solutions has been used in the industry as well as cited in
academic journals Brunson, K. W (2008) and books (Modern marketing research
concepts, 2012). Qualtrics is known as other online survey tools as Google or
Surveymonkey, otherwise, it provide tons of features more

21
After the questionnaire has been formed, it was sent to respondent by two ways:
Emails: An email with provided link to the questionnaire was attached to
invite the receiver finished answering the questions. An disadvantage of this
method is the mistaken of email providers to categorize this email as junk
mails sometimes, in the other hands, receivers might have negative perception
on this type of email which might let them biased on the answers . However, it
is the cheapest and most convenient way. In this survey, 200 email invitations
have been sent to collect data
Social sites seeding: Facebook was used as a gentle invitation to conduct the
survey. In connection with a post of Facebook, which content is to introduce
the research, it was appeared to all new feeds of the target population as a
recommend topic. A reach of approximately 3,000 viewers has been taken to
collect data.
Sampling Technique 3.2.4
Convenience sampling was applied in the research. As a non-probability sampling
technique, convenience sampling is to obtain a sample of convenient elements. Its
advantage include relatively easy sample collection and data collection (Anderson,
Sweeney, & Williams, 2008). In the other hands, the technique requires least
expensive and time consuming. In the limitation of the research, the researcher
distributed the questionnaire to ones who were working in an office in the area of
Hochiminh City.
3.2.4.1 Sampling size
According to Malhotra (1996) sample size refers to the number of elements to be
included. A quantity of 257 questionnaires have been finished during six days from

22
August 7
th
to August 14
th
. However, 39 results has been rejected due to unfinished
questionnaire and duplicated results (like all answers are 4 are 5 only). At last, a
number of 218 samples has been used to the data analyzing.
Research instrument 3.2.5
Used instrument would be explained in this part of the research. While a survey has
been chosen, it would be included the distributing of questionnaire to collect primary
data
3.2.5.1 Questionnaire
Questionnaire is defined as a set of questioned that prepared by the researchers to
collect answers from the respondents (Sekaran & Bougie, 2010). On this research,
questionnaires has been used to gather the information from the respondent to
discover the factors that influence the purchase intention of smartphone among the
office workers in Hochiminh City. Since then, the research analyze if there are any
significant relationship between the dependent and independent variables.
Questionnaire has been collected in one week as 257 respondents feedback their
answers.
3.2.5.2 Questionnaire design
To obtain information effectively, the process of designing questionnaires play an
important role. In this research, the researcher has used fixed-alternative questions,
which responses are given and answers are chosen as one closet to the respondents
point of view. The whole questionnaire is divided into the three section to easily
categorize the data as below:

23
Section A
Three questions are provided to discover the respondents demographic. These
questions are designed to ask for age, income and sex typically.
Section B
As to learn the independent variables in the research from this section, 30 questions
are made to survey the respondent. Furthermore, those questions are categorized into
six different groups which are: Price, Brand, Compatibility, Product Features,
Relative Advantage and Social Influence. Likert scale is used as the measurement for
the answer. Five scale including strongly disagree (1), disagree (2), neutral (3), agree
(4), and strongly agree (5) are inserted in each question to gather the most consistent
answers.
Section C
The five questions of this section are provided to survey for the dependent variable:
the purchase intention. Once again, likert scale questions with five scales of strongly
disagree (1), disagree (2), neutral (3), agree (4), and strongly agree (5) are used.
Variables Item Description References
Price
P1 Price is my main consideration
when deciding whether to buy a
smartphone.
Cheong and Park
(2005), Grewal,
Krishanan, Baker, &
Borin, (1998), Sinhaa
& Batrab (1999),
Steiner (2004)
P2 I will only buy smartphone on
price reduction or promotion.
P3 I compare prices of other
Smartphones brands and store
brands before I choose one.
P4 I buy Smartphone because they
are worth to used regarding
between with their price & usage

24
quality.
P5 The cheapness of some
Smartphones brand suggests to
me that they may have some risks,
such as low quality.
Brand
BR1 Brand name is a major factor that
will influence my decision
towards buying a smartphone.
Rio,Vazquez and
Iglesias (2001)
BR2 I prefer to choose globally brand
while buying smartphone.
BR3 I prefer to choose a trustworthy
smartphone brand.
BR4 I only choose smartphone brand
of my favourite
BR5 I am willing to choose a less well-
known brand if its products could
fulfill my needs.
Compatibility
C1 Smarphone is compatible and fit
my needs
Yang (2005), Brown
L., Cajee, Davies and
Stroebel (2003),
Monk, Hassenzahl,
Blythe and Reed
(2002), He, Duan, Fu
and Li (2006)
C2 Smartphone is compatible and fit
my lifestyle and working style
C3 Smartphone fit with my habits of
using cell phones
C4 Smartphone is a good
complement to the traditional
mobile phones to me
C5 Smartphone can fulfill my wants
and needs in current life
Product
Features
FE1 I like the smartphone ability of
taking photos and videos
Mei Min, et al.
(2012), Market
Analysis and
Consumer
FE2 Smartphone provide high quality
of games

25
FE3 Smartphone has lots of useful
applications
Research
Organization
(MACRO)
FE4 Smartphone can connect to
internet easily (with wifi, 3G)
FE5 I choose smartphone due to its
operating system (iOS, Android,
Blackberry OS, Windows
Phone)
Relative
Advantage

RA1 Smartphone are more convenient,
reliable, and useful than normal
mobile phones.
(Brown I. , Cajee,
Davies, & Stroebel,
(2003), Holak &
Lehmann (1990),
Yang (2005), Mei
Min, et al. (2012),
Gourville (2006),
Park, Y., & Chen. J.
V (2007), Ji-won
Moon, Young-Gul
Kim (2001)
RA2 Smartphone are more fashionable,
stylish, and trendy.
RA3 Smartphone can be synchronized
with other gadgets
RA4 Smartphone bigger screen and full
keyboard make different functions
easier to use.
RA5 Smartphone sometimes help me to
solve my work instantly.
Social
Influence
SI1 Friends and family are very helpful
to me in making decision of buying
smartphone.
Isen (2011), Denise E.
(2005), Pederson, n.d,
Mei Min et al. (2012)
SI2 I will ask the opinions from my
friends and family when buying a
smartphone.
SI3 Most of my friends and family
members are using smartphone
SI4 Friends and family members
believe that smartphone are useful
to them
SI5 I will seek for information from

26
social network and forums before
buying a smartphone
Purchase
intention
PI1 I will continue using smartphone. Dalsang Chung, Sun
Gi Chun (2011);
Kiwon Lee, Euiho
Suh, Jihye Park
(2012), Ling (2011),
Hyuk Jun & Margaret
A (2008), Ching-Fu &
Yu-Ying (2008)
PI2 I intend to buy a smartphone.
PI3 I intend to replace my smartphone
with a better one.
PI4 I will share about my smartphone
with my friend and family member
PI5 I am willing recommend my
friend/family member to buy a
smartphone.
Table 1 - Coded items of measurement scale
3.3 Data analysis
Statistical Package for Social Sciences (SPSS) 20.0 will be used to analyze collected
data. The section will present an overall view of various techniques to be used in the
research for data analysis
Descriptive statistics 3.3.1
As a tool to describe a set of factors characteristics in a particular context, descriptive
statistics might be presented as a form that provide information about the factors after
a transformation process from raw data. The techniques include of the popular
following information: frequencies, measures of central tendency and dispersion.
Reliability test 3.3.2
Cronbachs alpha is a reliability coefficient to indicate if items are positivily
correlated to one another in a set Cavana et al. (2001), while it is computed by the
average of inter-correlations among the items, its value can be vary from 0 to 1.
According to Nunnally (1978), Cronbachs alpha value of item at 0.6 and above is
acceptable, especially for investigations.

27
Exploratory factor analysis (EFA) 3.3.3
It is necessary to examines if provided items are completed by respondent are
included in particular factors or clusters, the technique of this process is called
exploratory factor analysis (Cavana et al, 2001). While EFA allows us to eliminate
invalid items from the scale, it also group the items into relevant group in accordance
with the respondents data. Low factor loading item (< 0.5) were deleted.
Pearson Correlation Coefficient Test 3.3.4
Pearson correlation coefficient is to measures the strength of the linear relationship of
two variables. In the other hand, it also confirm the significant and the strength of
those relationships. The strength of the relationship could be demonstrate as the table
below:
Coefficient Range Strength of Association
0.91 to 1.00 Very Strong
0.71 to 0.90 High
0.41 to 0.70 Moderate
0.21 to 0.40 Small but definite relationship
0.00 to 0.20 Slight, almost negligible
Table 2 - Rules of Thumb about Correlation Coefficient
Multiple regression analysis 3.3.5
The techniques of multiple regression is to analyse the impact of the factors that
influence the purchase intention of smartphone among office workers in Hochiminh
City. Multiple regression analysis also form the independent variables into equation
and forecast the dependent variable. At last, multiple regression analysis will
determine how the independent variables (Price, Brand, Compatibility, Product
Features, Relative Advantage and Social Influence) are significant to explain the
variance in confidence level.

28

29
CHAPTER 4. DATA ANALYISIS AND FINDINGS
4.1 Sample description
Sample 4.1.1
A total of 257 questionnaires has been finished from the respondents who are office
workers in Hochiminh City. However, as the unexpected quality of 39 surveys has
been recorded, they were dropped from the final data collection. Those surveys were
found to be unfinished or rated as under expectation while supplying the same
answers in all fields (like all 4 or all 5 answers in the likert scale). After excluding
those results, the valid answer was 218 at a rate of 84% in total. The collected data
was coded to be analysed with the SPSS for further conclusions.
Demographic profile 4.1.2
Descriptive statistic was used to summary the profile of 218 surveys. Results could be
found in detail as the below table and figures:

30
Demographic Characteristics
Frequency
(n)
Percentage
(%)
Gender 218 100%
Male 109 50%
Female 109 50%
Age 218 100%
Under 22 20
9.2
From 22 to 29 140 64.2
From 30 to 39 49
22.5
From 40 to 49 7 3.2
50 or older 2 0.9
Income 218 100%
Less than 8,000,000 Vnd 92 42.2
From 8,000,000 to Less than 12,000,000 Vnd 72 33
From 12,000,000 to Less than 18,000,000 Vnd 29 13.3
From 18,000,000 to Less than 25,000,000 Vnd 13 6
Above 25,000,000 Vnd 12 5.5
Table 3 - Demographic of Respondents

Figure 3 - Sex of Respondents
The gender distribution in the research accidentally fall into an absolute balance
between male and female respondent. While 109 male respondents were recorded
with a percentage of 50, the same number has also been found in female respondents.
This could be surprisingly consider that male and female both paid their intention to
the smartphone topic.
50% 50%
Male
Female

31

Figure 4 - Age of Respondents
In terms of age, the group of respondents capture the largest portion was found from
22 to 29 years old. This age group gain a percentage of 64%. The group from 30 to 39
showed a percentage of 23% ranked in second. Meanwhile, the group of age from 50
and above have the least percentage of 1%. It is considered that most of office
workers are in range from 22 to 39 years old and they have a more high-tech
consuming direction comparing to other groups.

Figure 5 - Average income of respondents
9%
64%
23%
3%
1%
Under 22
From 22 to 29
From 30 to 39
From 40 to 49
50 or older
42%
33%
13%
6%
6%
Less than 8,000,000 Vnd
From 8,000,000 to Less
than 12,000,000 Vnd
than 18,000,000 Vnd
than 25,000,000 Vnd
Above 25,000,000 Vnd

32
Less
than
8,000,00
0 Vnd
From
8,000,00
0 to Less
than
12,000,0
00 Vnd
From
12,000,0
00 to
Less
than
18,000,0
00 Vnd
From
18,000,0
00 to
Less
than
25,000,0
00 Vnd
Above
25,000,0
00 Vnd
Total
Under 22 16 2 0 0 0 18
From 22 to 29 70 52 14 4 2 142
From 30 to 39 6 16 10 7 10 49
From 40 to 49 0 0 5 2 0 7
50 or older 0 2 0 0 0 2
Total 92 72 29 13 12 218
Table 4 - Crosstab between age and average income of respondents
There might be a connection between the age and the average income of the
respondents. Most of them fall in the average income of under 12,000,000 Vnd. While
42% of them have the income under 8,000,000 Vnd, a percentage of 33% has been
recorded from the group of income from 8,000,000 Vnd to less than 12,000,000 Vnd.
The rest respondents with average income from 12,000,000 and above gain a
percentage of 25%, this could also be a recognizable results. At last, it has been seen
that while youngster show more favor to smartphone, they are still in a lower average
income in comparison with the older ones. In cross-tabulation calculation, the
respondents in the age from 22 to 29 show the largest portion in average income of
under 8,000,000 Vnd (32% of total respondents) and from 8,000,000 Vnd to
12,000,000 Vnd (24% of total respondents)

33
4.2 Descriptive statistics
Variable Label Mean Std. Deviation
Price is my main consideration when deciding
whether to buy a smartphone.
PR1 3.56 .736
I will only buy smartphone on price reduction
or promotion.
PR2 3.37 .746
I compare prices of other Smartphones brands
and store brands before I choose one.
PR3 3.99 .709
I buy Smartphone because they are worth to
used regarding between with their price &
usage quality.
PR4 4.10 .664
The cheapness of some Smartphones brand
suggests to me that they may have some risks,
such as low quality.
PR5 3.74 .859
Brand name is a major factor that will influence
my decision towards buying a smartphone.
BR1 3.90 .711
I prefer to choose globally brand while buying
smartphone.
BR2 3.92 .720
I prefer to choose a trustworthy smartphone
brand.
BR3 4.13 .673
I only choose smartphone brand of my
favourite
BR4 3.92 .767
I am willing to choose a less well-known brand
if its products could fulfill my needs.
BR5 3.94 .703
Smartphone is compatible and fit with my
needs.
CO1 4.05 .670
Smartphone is compatible and fit with my
lifestyle / working style.
C02 4.14 .583
Smartphone fit with my habits of using cell
phones.
CO3 3.94 .732
Smartphone is a good complement to the
traditional mobile phones for me.
CO4 4.04 .779
Smartphone can fulfill my want and needs in
current life.
CO5 4.02 .692
I like the smartphone ability of taking photos
and videos
FE1 4.04 .646
Smartphone provide high quality of games FE2 3.75 .739
Smartphone has lots of useful applications FE3 4.11 .552
Smartphone can connect to internet easily (with
wifi, 3G)
FE4 4.27 .639
I choose smartphone due to its operating system
(iOS, Android, Blackberry OS, Windows
Phone,)
FE5 3.98 .750

34
Smartphone are more convenient, reliable, and
useful than normal mobile phones.
RA1 3.85 .803
Smartphone are more fashionable, stylish, and
trendy.
RA2 3.80 .929
Smartphone can be synchronized with other
gadgets
RA3 4.07 .699
Smartphone bigger screen and full keyboard
make different functions easier to use.
RA4 3.99 .859
Smartphone sometimes help me to solve my
work instantly.
RA5 4.04 .743
Friends and family are very helpful to me in
making decision of buying smartphone.
SI1 2.63 .999
I will ask the opinions from my friends and
family when buying a smartphone.
SI2 3.31 1.027
Most of my friends and family members are
using smartphone
SI3 3.69 .700
Friends and family members believe that
smartphone are useful to them
SI4 3.73 .722
I will seek for information from social network
and forums before buying a smartphone
SI5 3.81 .784
I will continue using smartphone. PI1 3.94 .818
I intend to buy a smartphone. PI2 4.29 .655
I intend to replace my smartphone with a better
one.
PI3 4.06 .862
I will share about my smartphone with my
friend and family member
PI4 3.68 .836
I am willing recommend my friend/family
member to buy a smartphone.
PI5 3.64 .815
Table 5 Descriptive statistics of respondents
Mean value of the variables have been display in the above table. Mean of Price vary
from 3.37 to 4.10, with the lowest value found in PR2 (I will only buy smartphone on
price reduction or promotion) at 3.37, which mean the marketing tactics base on price
may not preferred much from the office workers. In contrast, they have more
consensus in PR4 (I buy Smartphone because they are worth to used regarding
between with their price & usage quality) at value of 4.10. Which means that product
in the balancing between price and quality would attract more attention.

35
Brands items have rather high mean value ranging from 3.90 to 4.13. In particular,
the most high rated item is BR3 (I prefer to choose a trustworthy smartphone brand)
with mean value of 4.13, which means that unknown brand might not easy to capture
the intention of office workers. Meanwhile, BR1 (Brand name is a major factor that
will influence my decision towards buying a smartphone) get the lowest rate at mean
of 3.90.
The mean of Compatibilitys items are extremely high in a narrow range from 3.94 to
4.14. This means that office workers have ideas in this factor consistently. The lowest
value is CO3 (Smartphone fit with my habits of using cell phones), while the highest
one is CO2 (Smartphone is compatible and fit with my lifestyle / working style).
Highest mean value of dependent variable found in Product Features item of FE4
(Smartphone can connect to internet easily (with wifi, 3G)) at 4.27. This raise a
potential of using smartphone as an ideal surfing gadget. Meanwhile, FE3
(Smartphone provide high quality of games) with mean value of 3.75 is the lowest.
We can consider that office workers prefer need more connection ability than gaming.
The mean value of Relative advantage factor items found from 3.80 to 4.07. The most
important concern of consumers in the factor is the RA3 (Smartphone can be
synchronized with other gadgets) with mean value of 4.07, which provided function to
sync between users hi-tech stuffs with smartphone (E.g.: tablet of laptop). In the
other hand, respondents rate Smartphone are more fashionable, stylish, and trendy
(RA2) at a lower mean value of 3.80
In term of Social Influence, means of variables have high difference from 2.63 to 3.81,
in which, the lowest value of dependent variables found. At the value of 2.63, SI1
(Friends and family are very helpful to me in making decision of buying smartphone.)

36
have least rated among the office workers, this somehow proves that the consumers
tend to look for other sources rather than friends or families while choosing their
smartphone. In contrast, it is supposed that the office workers might find more
references on social network or forums as the I will seek for information from social
network and forums before buying a smartphone (SI5) item was recognized at the
highest mean value of 3.81.
For the independent variable, the mean of Purchasing Intention is valued from 3.64 to
4.29. While the PI5 (I am willing recommend my friend/family member to buy a
smartphone) has the lowest value of 3.64, the highest mean value is recorded in PI2 (I
intend to buy a smartphone) at 4.29.
4.3 Cronbachs alpha reliability test
According to Geogre and Mallery (2003), a Cronbachs Alpha calculation can be
categorized into various status which is shown as below table:
Cronbach's alpha Internal consistency
0.9 Excellent
0.8 Good
0.7 Acceptable
0.6 Questionable
0.5 Poor
< 0.5 Unacceptable
Table 6 - Cronbach's Alpha rule based on George and Mallery
Factor Number of Item Cronbach's Alpha
Price 5 0.713
Brand 5 0.702
Compatibility 5 0.742

37
Product Features 5 0.732
Relative Advantage 5 0.745
Social Influence 5 0.741
Purchase Intention 5 0.765
Table 7 - Reliability test for consumers purchase intention on smartphone
From the data analysed in the research, we can see that all the factors have the
Cronbachs Alpha as range between 0.70 and 0.77, which are considered to be
acceptable for the research. Or in the order words, those items were well designed and
data is reliable.
However, when analyzing into particular items, the researcher found that not all the
value of each item in the factor Brand are valid. According to Field (2005) and Pallant
(2007), values less than 0.3 indicate that the item is measuring something different
from the whole scale. Meanwhile, to determine the effect of removing items from
each sub-scale, Cronbachs alpha if deleted is used (Lemmens, 2010). Since then,
the item whose Cronbachs alpha if item deleted is larger than the overall Cronbachs
alpha and corrected item total correlation is less than 0.3 will be discarded from the
variable list. From the below table of the Cronbachs alpha from the factor Brand, the
item BR5 was removed at first (Corrected Item-Total Correlation of 0.286 and
Cronbach's Alpha if Item Deleted of 0.720).
Reliability Statistics

Cronbach's
Alpha N of Items

.702 5

Item-Total Statistics

Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BR1
15.91 4.108 .425 .666
BR2 15.89 3.588 .636 .574

38
BR3
15.68 3.839 .586 .601
BR4
15.89 4.052 .388 .684
BR5
15.87 4.494 .286 .720
Table 8 Reliability test of Brand (1
st
run)
After re-run the SPSS reliability test for the items BR1, BR2, BR3, BR4, we
continued to remove the item of BR4 as its Corrected Item-Total Correlation is 0.297
and the Cronbach's Alpha if Item Deleted is 0.786. In the last run including of BR1,
BR2 and BR3, all the value were well construct and will be used in the next step of
calculating the Exploratory Factor Analysis (EFA)
Cronbach's
Alpha N of Items
.720 4

Scale Mean if
Item Deleted
Scale Variance
if Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BR1 11.97 2.759 .520 .652
BR2 11.95 2.454 .675 .554
BR3 11.74 2.738 .584 .616
BR4 11.94 3.103 .297 .786
nd
run)

39
Cronbach's
Alpha N of Items
.786 3


Scale Mean if
Item Deleted
Scale Variance
if Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
BR1 8.05 1.574 .573 .765
BR2 8.03 1.419 .680 .647
BR3 7.82 1.588 .625 .710
rd
run)
To sum up, all the items of the research will have a valid reliability shown in the
below table. More details of other items could be found in the Appendix.
Factor Number of Item Cronbach's Alpha
Price 5 0.713
Brand 5 0.786
Compatibility 5 0.742
Product Features 5 0.732
Relative Advantage 5 0.745
Social Influence 5 0.741
Purchase Intention 5 0.765
Table 11 - The final table of Cronbachs alpha reliability test
4.4 Exploratory Factor Analysis (EFA)
In this section, the researcher present the results of the Exploratory factor analysis
(EFA), which might explain the number of underlying factors or dimensions of each
construct. By using the technique, we will drop some invalid items and group all
items into relevant groups. Varimax rotation would be used to minimize the number

40
of variables that have high loading in each factor. In the EFA calculation, there are
several criteria to be follow with:
The KMO value must be equal or greater than 0.5
Factor maximum absolute value loading must be greater than 0.5
The difference between the maximum absolute value and minimum absolute
value of loading factors must be greater than or equal to 0.3 for any item
(Jabnoun and Al-Tamimi, 2003)
Total variance explained must be greater than or equal to 50%
The KMO test of the research found a value of 0.669, which is above of the minimum
requirements. The Barletts test of schericity was recorded of 0.000, which is
significant at the level of 0.01, this means that factor analysis could be used in this
study and the scale is usable

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.669
Bartlett's Test of
Sphericity
Approx. Chi-Square 2405.214
df 378
Sig. .000

Rotated component matrix would show the items under each factor to be grouped in
relevant items. The minimal value of each item on the table should be 0.5. Regarding
to the research, all items were loaded in the range of 0.557 and 0.849 under new nine
dimension describe as below table:

41
Rotated Component Matrix
a

Component
1 2 3 4 5 6 7 8 9
RA4 .782

RA1 .671

RA5 .642

RA2 .624

RA3 .603

FE1

.775

FE2

.695

FE5

.679

FE4

.677

PR2

.797

PR1

.731

PR5

.589

PR3

.586

BR2

.843

BR3

.833

BR1

.771

CO1

.837

CO2

.799

CO3

.732

SI1

.829

SI2

.793

SI5

.557

SI3

.849

SI4

.738

FE3

.635

PR4

.629

CO4

.760
CO5

.611
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 13 iterations.
Table 12 Exploratory Factor Analysis (EFA) for independent variables
The new factor after the EFA test shall be categorized with new items as below:

42
Factor Variables included Name Label
Factor 1 RA1, RA2, RA3,
RA4, RA5
Relative advantage RA
Factor 2 FE1, FE2, FE4, FE5 Product Features FE
Factor 3 PR1, PR2, PR3, PR5 Price PR
Factor 4 BR1, BR2, BR3 Brand BR
Factor 5 CO1, CO2, CO3 Compatibility CO
Factor 6 SI1, SI2, SI5 Social influence SI
Factor 7 SI3, SI4 Social interaction SIN
Factor 8 FE3, PR4 Performance PE
Factor 9 CO4, CO5 Preference PN
Table 13 Group of EFA
A similar test has been applied to the dependent variables of purchase intention in
order to examine if all the items are grouped into one or not:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.739
Bartlett's Test of
Sphericity
Approx. Chi-Square 297.187
df 10
Sig. .000
Component Matrix
a

Component
1
PI2 .774
PI4 .731
PI1 .721
PI5 .700
PI3 .686
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
Table 14 Exploratory Factor Analysis (EFA) for independent variables

43
As the above table, we could discover that the KMO is 0.739, meanwhile, the
Bartletts test of sphericity is 0.000. The both values show that the variable PI was
retained and was expectedly group into one group as proposed.
4.5 Pearson Correlation Coefficient
Pearson Correlation Coefficient is to indicate the direction, strength as well as the
significant of the bivariate relationships between the variables measured on interval
scale (Hair et al., 2007)

44
Correlations
RA FE PR BR CO SI SIN PE PN PI
RA Pearson
Correlation
1 .207
**
.137
*
.183
**
.180
**
.007 .237
**
.111 .393
**
.459
**

Sig. (2-tailed)
.002 .043 .007 .008 .912 .000 .104 .000 .000
N
218 218 218 218 218 218 218 218 218 218
FE Pearson
Correlation
.207
**
1 .028 .177
**
.319
**
-.047 .178
**
.353
**
.272
**
.447
**

Sig. (2-tailed)
.002 .679 .009 .000 .487 .008 .000 .000 .000
N
218 218 218 218 218 218 218 218 218 218
PR Pearson
Correlation
.137
*
.028 1 .195
**
-.062 .042 -.021 .369
**
-.035 .061
Sig. (2-tailed)
.043 .679 .004 .359 .540 .757 .000 .611 .371
N
218 218 218 218 218 218 218 218 218 218
BR Pearson
Correlation
.183
**
.177
**
.195
**
1 .225
**
-.012 .086 .193
**
.156
*
.170
*

Sig. (2-tailed)
.007 .009 .004 .001 .865 .208 .004 .021 .012
N
218 218 218 218 218 218 218 218 218 218
CO Pearson
Correlation
.180
**
.319
**
-.062 .225
**
1 -.117 .060 .232
**
.417
**
.205
**

Sig. (2-tailed)
.008 .000 .359 .001 .085 .381 .001 .000 .002
N
218 218 218 218 218 218 218 218 218 218
SI Pearson
Correlation
.007 -.047 .042 -.012 -.117 1 .412
**
.022 .057 .008
Sig. (2-tailed)
.912 .487 .540 .865 .085 .000 .752 .401 .911
N
218 218 218 218 218 218 218 218 218 218
SIN Pearson
Correlation
.237
**
.178
**
-.021 .086 .060 .412
**
1 .141
*
.108 .179
**

Sig. (2-tailed)
.000 .008 .757 .208 .381 .000 .038 .111 .008
N
218 218 218 218 218 218 218 218 218 218
PE Pearson
Correlation
.111 .353
**
.369
**
.193
**
.232
**
.022 .141
*
1 .233
**
.285
**

Sig. (2-tailed)
.104 .000 .000 .004 .001 .752 .038 .001 .000
N
218 218 218 218 218 218 218 218 218 218
PN Pearson
Correlation
.393
**
.272
**
-.035 .156
*
.417
**
.057 .108 .233
**
1 .537
**

Sig. (2-tailed)
.000 .000 .611 .021 .000 .401 .111 .001 .000
N
218 218 218 218 218 218 218 218 218 218
PI Pearson
Correlation
.459
**
.447
**
.061 .170
*
.205
**
.008 .179
**
.285
**
.537
**
1
Sig. (2-tailed)
.000 .000 .371 .012 .002 .911 .008 .000 .000
N
218 218 218 218 218 218 218 218 218 218
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
Table 15 - Pearson Correlation Testing
The above table shows the correlations between independent variables and dependent
variable. There are two factors found to be insignificant with the dependent variables
Purchase intention: Price (PR) and Social Influence (SI) have the P value of 0.371 and

45
0.911 which are considerably higher than 0.05. The other factors with P value under
0.05 are acceptable.
The relation between Relative advantage (RA) and Purchase intention (PI) is
considered at a medium rate as the correlation value is 0.459. This value fall in a
range of 0.41 to 0.70, which is said to be a moderate strength.
A similar relation also has been found between the Product Features (FE) and
Purchase intention. While the correlation value falls between 0.41 to 0.70, at the
number of 0.447. It is concluded that there is a moderate correlation between Product
Features and Purchase intention.
There is a relationship between Brand (BR) and Purchase intention. However, as the
correlation value is just 0.170, in the range of 0.00 to 0.20, this relationship is just
considered as a slightly rate.
Meanwhile, there are stronger relationship between Compatibility (CO) and Purchase
intention. While falling in the range of 0.21 to 0.40, the correlation value is 0.205.
In conclusion, there is definite a relationship between Compatibility and Purchase
intention, however, at a small strength.
There is evidence to consider a relation between Preference (PN) and Purchase
intention. As the correlation value is 0.537, it falls between 0.41 to 0.70. This
indicates there is a moderate relationship between Preference and Purchase intention.
Social interaction (SIN) and Purchase intention are at a negligible relationship. The
correlation value appears to be 0.179, hence, there is just a slight relationship between
the two variables

46
There is surely a relationship between Performance (PE) and Purchase intention. As
the correlation value is 0.285, we can conclude that there is definite a relationship
between the two variables, nevertheless, this relationship is in a small strength.
4.6 Multiple Regression Analysis
Weiers (2008) stated that multiple regression analysis is an analysis with one
dependent variable and two or more dependent variables participate in. In the other
hand, Zikmund et al., (2010) demonstrate it to be an association in which the effects
of two or more independent variables on a single, interval-scaled dependent variable
which are investigated continuously.
Model Summary
b

Model R R Square Adjusted R Square
Std. Error of the
Estimate
1
.677
a
.458 .440 .43019
a. Predictors: (Constant), PN, SIN, BR, PE, FE, RA, CO
b. Dependent Variable: PI

According to the Model Summary table, the R Square value, which is determined for
the explained variation (variance) in Purchase intention from the seven factors
including Relative advantage, Product Features, Brand, Compatibility, Social
interaction, Performance and Preference is approximately 45.8%. This means that
there is also 55.2% unexplained still left in the study. Meanwhile, the multiple
correlation coefficient (R) provides the strength of the relationship between the
dependent variable and independent variables is 0.677

47
ANOVA
a

Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression
32.883 7 4.698 25.384 .000
b

Residual 38.863 210 .185
Total
71.745 217
a. Dependent Variable: PI
b. Predictors: (Constant), PN, SIN, BR, PE, FE, RA, CO

The p-value (Significant of 0.000) in the ANOVA table is less than 0.05. Its means
that the alternative hypothesis as the independent variables are significantly explains
the variance in consumers' level is supported by the data and will be accepted.
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig. B
Std.
Error Beta
1 (Constant)
.094 .369 .254 .800
RA .254 .058 .252 4.411 .000
FE .329 .065 .291 5.070 .000
BR .020 .052 .021 .387 .699
CO -.123 .061 -.119 -2.033 .043
SIN
.017 .047 .019 .355 .723
PE .100 .064 .086 1.553 .122
PN .360 .057 .382 6.315 .000
Table 16 - Multiple regression testing
At last, the Coefficients table provides that the following independent variables are
not significant to predict the dependent variable including: Brand (p-value of 0.699),
Social interaction (p-value of 0.723) and Performance (p-value of 0.122). Those
values are excluded while they are higher than the alpha level of 0.05. In contrast,
Relative advantage (RA), Product Features (FE), Compatibility (CO) and Preference

48
(PN) are significant to predict the Purchase intention. Those independent variables
have p-value less than alpha of 0.05. Hence, the relationship between these variables
can be formed by the following equation, which is supported by the above table:
Purchase intention = 0.094 + 0.254(Relative Advantage) + 0.329(Product
Features) - 0.123(Compatibility) + 0.360(Preference)
4.7 Test of Hypothesis
After several stages of testing, the initial hypothesis has been seen to change as the
dependent variables transformed into various groups. The test of hypothesis would be
modified to match with the data collected and previous analyzing. In particular, they
were examined as follow:
Hypothesis 1
H
0
: There is no impact from compatibility towards purchase intention of Smartphone
H
1
: There is an impact from compatibility towards purchase intention of Smartphone
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of compatibility is 0.043,
which is less than the significant level of 0.05. Hence, H
0
was rejected, it means that
compatibility has an impact towards purchase intention.
Hypothesis 2
H
0
: There is no impact from Product Features towards purchase intention of

49
H
1
: There is an impact from Product Features towards purchase intention of
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of Product Features is 0.000,
0
Product Features has an impact towards purchase intention.
Hypothesis 3
H
0
: There is no impact from brand towards purchase intention of Smartphone among
H
1
: There is an impact from brand towards purchase intention of Smartphone among
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of brand is 0.699, which is
higher than the significant level of 0.05. Hence, H
0
was accepted, it means that brand
has no impact towards purchase intention.
Hypothesis 4
H
0
: There is an impact from social interaction towards purchase intention of
H
1
: There is an impact from social interaction towards purchase intention of
Reject H
0
, if p<0.05

50
As the multiple regression table shows that the p-value of social interaction is 0.723,
which is higher than the significant level of 0.05. Hence, H
0
was accepted, it means
that social interaction has no impact towards purchase intention.
Hypothesis 5
H
0
: There is an impact from performance towards purchase intention of Smartphone
H
1
: There is an impact from performance towards purchase intention of Smartphone
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of performance is 0.723,
which is higher than the significant level of 0.05. Hence, H
0
was accepted, it means
that performance has no impact towards purchase intention.
Hypothesis 6
H
0
: There is an impact from preference towards purchase intention of Smartphone
H
1
: There is an impact from preference towards purchase intention of Smartphone
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of preference is 0.000, which
is less than the significant level of 0.05. Hence, H
0
preference has an impact towards purchase intention.

51
Hypothesis 7
H
0
H
1
Reject H
0
, if p<0.05
As the multiple regression table shows that the p-value of relative advantage is 0.000,
0
relative advantage has an impact towards purchase intention.
Hypothesis 8
H
0
: No factors (Brand, Relative Advantage, Compatibility, Performance, Preference,
Social Interaction and Product Features) have the most significant influence on the
purchase intention of smartphone among office workers in Hochiminh City
H
1
: At least one factor (Brand, Relative Advantage, Compatibility, Performance,
Preference, Social Interaction and Product Features) has the most significant influence
on the purchase intention of smartphone among office workers in Hochiminh City
Reject H0, if p < 0.05
There are four factors influence on the purchase intention of smartphone among the
office workers in Hochiminh City: Relative advantage, Product Features,
Compatibility and Preference. Those three factors have p-value of under the
significant level of 0.05. Step back to the table of Regression above, preference will

52
be the factor most significant influence on purchase intention of smartphone among
office workers in Hochiminh City as its highest Beta value of 0.382

53
CHAPTER 5. CONCLUSION
5.1 Conclusion
This study explores the factors influence on the purchase intention of smartphone. 218
respondents have been selected to measure the purchase intention of smartphone.
Questionnaires were provided, which will collect data into 5 groups of independent
variables.
The respondents of this study including of 50% males and 50% females
unintentionally. Meanwhile, most of respondents are at the age of 22 to 29 with 64%.
Most of them have an average income less than 8,000,000 VND (32% in detail). The
Product Features of connect to internet was founded to be an important items as its
mean of 4.29. In contrast, the least mean of item value was 2.63 of Friends and
family are very helpful to me in making decision of buying smartphone in Social
influence.
The data analyze also presented some irrelevant points in the study. Two items were
excluded from the factor Brand after three times of Cronbachs alpha test. This stage
has also demonstrated that all factors had the reliability value in range of 0.7 to 0.8,
which is considered as a good rate.
Several factors have been examined if they have impact on the purchasing intention of
smartphone in this study. From the very beginning, the researchers spend efforts
analyzing this relationship between the dependent variables and the independent
variables including: Price, Brand, Compatibility, Relative Advantage, Product
Features and Social Influence. Nevertheless, collected data present that office workers
in Hochiminh City has been affected by Relative Advantage, Product Features,
Compatibility and Preference. While the first three variables as listed are proposed at

54
first, the last variables was surprisingly discovered after the validity test. The variable
was a part of the previous items found in Product Features and Price. Furthermore,
Preference is also known as the variable which most influence the purchase intention
with the highest Beta in Multiple Regression Calculation. However, Compatibility
was also found to have negative relationship with purchase intention. Meanwhile, the
rest three factors were known to play a vital role in affecting the dependent variable.
Since then, adjustments of those three factors will lead to changes of purchasing
intention in reality.
Evidences from the study demonstrated that, smartphone firms might be inherited
from the buying decision if they could enhance the effect of Relative Advantage,
Product Features, Compatibility and Preference into real product, as well as into their
marketing strategy.
5.2 Practical implication
From the academic findings, practical implication is also recommended, which might
support the managerial decisions of smartphone manufacturers in term of product
development, marketing and communication.
While Relative Advantage has been proven to have impact on purchase intention, it is
suggested to enhance the advantages of smartphone towards the old feature phones.
Instead of perceiving a just-enough-to-use phone, consumers nowadays require more
hi-tech complements, more fashion and style and higher integration. Invest on product
development with leading value continuously might raise an advantage for
smartphone, especially, in the segment of office workers, who are at intensive use of
smartphone.

55
Product Features is yet another field to consider in product development. For office
workers, who are examined to prefer function of gaming, taking photos and
connecting to internet, those phone with ready feature to fulfill their requirements
might take a easily step to approach those group of consumers. As well as focus on
these features for firms marcom campaign. Especially, when the manufacturer has
their ability on offering high-quality of those features, take them as their unique
selling points to promote as a key road to conquer the consumers.
Last but not least, Preference has been analyzed to be the most significant impact on
the purchase intention, which means their items regarding the use of applications and
price per quality would be considered as most important things to smartphone
producers. It is essential to understand that office workers, who tend to have higher
education comparing to other group of society, may spend time and efforts in
searching information and review for a smartphone. Since then, those people logically
require a competitive price in connection with the quality they will perceive.
Furthermore, as employees work in environment of computing machines, applications
with productivity would be an useful tool into their smartphone. Firms might pay
attention to provide such appropriate price with meaningful software to satisfy their
consumers.
In addition to the above implications, it is necessary for firm to collaborate with their
consumers. Review and feedback from consumers for a smartphone function, design,
price and build quality is required to build a strong relation between manufacturer and
consumers, as well as to deeply understand the consumers continuously.

56
5.3 Limitation and further recommendation
The data analyze has concerned about the precision of factors and items included.
There are items and factors removed from the initial proposal, which have let to
changes of analyzing factors and items. However, as the purpose to understand the
relationship between factors influencing the purchase intention of smartphone, later
analyze has significant discover to unhide the researchers questions. Alongside the
usefulness findings, this research has several limitation to be discussed.
Firstly, with a narrow scope of office workers in Hochiminh City with small samples,
this research does not have ability to generalize the results in term of the whole
country. It is recommended to have further studies in different cities and province
with larger samples. Since then, more accurate insights of smartphone consumers
would be draw out to represent for the Vietnamese smartphone market.
Secondly, the study sample has not include the other groups as teenager or students,
who are very fond of smartphone and have highly intention to use smartphone.
Further explanation for more segment insight should give a wider picture for firms to
consider while planning to launch new products.
Thirdly, various stages of the consumers buying decision have not included in this
research. Those stages also have important impact on the purchase intention of
consumers, it is suggested that researchers should also consider and fulfill other
determinants.

57

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67
Appendix
BNG KHO ST
NHNG YU T TC NG N NH MUA IN THOI THNG
MINH (SMARTPHONE)
Xin cho cc Anh/Ch,
Hin ti, ti ang thc hin lun vn cao hc ti trng i hc Quc t - i hc
Quc gia thnh ph H Ch Minh vi ti "Nghin cu cc yu t tc ng n
nh mua in thoi thng minh (Smartphone) ca Nhn vin vn phng ti khu vc
Tp.HCM". Knh mong cc anh/ch dnh cht thi gian tr li gip ti mt s cu
hi sau y.
Thng tin c nhn
Vui lng nh du khoanh trn s anh/ch la chn. Cc thng tin bn di c
s dng cho mc ch thng k v m bo tnh an ton thng tin cho anh/ch
Vui lng cho bit gii tnh ca anh (ch)?
1. Nam
2. N
Vui lng cho bit thu nhp hng thng ca anh (ch)?
1. Di 8,000,000 ng
2. T 8,000,000 ng n t hn 12,000,000 ng
3. T 12,000,000 ng n t hn 18,000,000 ng
4. T 18,000,000 ng n t hn 25,000,000 ng
5. Nhiu hn 25,000,000 ng

68

69
Vui lng cho bit tui ca anh (ch)?
1. Di 22 tui
2. T 22 n 29 tui
3. T 30 n 39 tui
4. T 40 n 49 tui
5. Hn 50 tui
Cc yu t nh hng n quyt nh la chn mua smartphone
Cc cu hi ca phn ny cp n cc yu t gy nh hng n quyt nh chn
mua smartphone ca anh/ch. Xin anh ch vui lng cho bit kin ca mnh da trn
nh gi theo thang im t 1 n 5 m chng ti a ra di y [(1) = Hon ton
phn i, (2) = Phn i, (3) = Trung lp (Khng c kin), (4) = ng , (5) =
Hon ton ng ]. Vui lng ch khoanh trn mt s la chn ng nht theo kin
ca anh/ch.
M GI C
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
PR1
Gi c l yu t quan trng nht khi
chn mua smartphone
1 2 3 4 5
PR2
Ti ch mua smartphone trong cc
chng trnh gim gi
1 2 3 4 5
PR3
Ti s so snh gi c gia cc nhn
hiu v gia cc ca hng trc khi
mua
1 2 3 4 5
PR4
Ti mua smartphone v n thc s ng
gi da trn gi thnh v cht lng n
mang li
1 2 3 4 5
PR5
Cc smartphone gi r to cho ti cm
gic khng an ton v cht lng thp
1 2 3 4 5

70
M THNG HIU
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
BR1
Thng hiu l yu t quan trng nht
khi chn mua smartphone
1 2 3 4 5
BR2
Ti thch chn thng hiu smartphone
c bit n ton cu
1 2 3 4 5
BR3
Ti thch chn mt thng hiu
smartphone c tin cy
1 2 3 4 5
BR4
Ti ch thch chn thng hiu
smartphone theo s thch ca mnh
1 2 3 4 5
BR5
Ti sn sng chn mt thng hiu
smartphone mi nu n p ng c
cc tiu ch ca ti
1 2 3 4 5

M S PH HP
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
CM1
Smartphone ph hp cho mi nhu cu
ti cn v mt chic in thoi
1 2 3 4 5
CM2
Smartphone ph hp vi cuc sng
hng ngy v cng vic ca ti
1 2 3 4 5
CM3
Smartphone ph hp vi thi quen s
dng in thoi ca ti
1 2 3 4 5
CM4
Smartphone l mt s thay i xng
ng cho in thoi truyn thng
1 2 3 4 5
CM5
Smartphone m bo cho cc nhu cu
cn s dng ca ti hin ti
1 2 3 4 5

M TNH NNG
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
PF1
Ti thch kh nng chp nh/quay phim
ca smartphone
1 2 3 4 5
PF2
Smartphone c nhiu games cht lng
cao
1 2 3 4 5
PF3
Smartphone c nhiu ng dng hu ch 1 2 3 4 5
PF4
Smartphone d dng kt ni internet
(wifi, 3G)
1 2 3 4 5
PF5
Ti dng smartphone bi ti thch h
iu hnh ca n (iOS, Blackberry OS,
Android, Windows Phone, )
1 2 3 4 5

M LI TH SO SNH
Hon
ton
Phn
i
Trung
lp
ng

Hon
ton

71
phn
i
ng
RA1
Smartphone tin li, ng tin cy v
hu ch hn in thoi thng thng
1 2 3 4 5
RA2
Smartphone thi trang, phong cch v
thi thng hn
1 2 3 4 5
RA3
Smartphone c th tng thch vi
nhiu thit b k thut s khc
1 2 3 4 5
RA4
Mn hnh v bn phm ln hn ca
smartphone gip cho vic s dng cc
tnh nng ca n d dng hn
1 2 3 4 5
RA5
Smartphone c th gip ti gii quyt
cng vic trong nhiu tnh hung
1 2 3 4 5

M TC NG X HI
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
SI1
Gia nh v bn b chn mua
smartphone gip ti
1 2 3 4 5
SI2
Ti hi kin bn b v ngi thn khi
mua smartphone
1 2 3 4 5
SI3
Bn b, ngi thn ti phn ln s
dng smartphone
1 2 3 4 5
SI4
Bn b, ngi thn ti tin rng
smartphone rt hu ch cho h
1 2 3 4 5
SI5
Ti tham kho thng tin trn cc din
n v mng x hi m ti tham gia khi
mua smartphone
1 2 3 4 5

72
D nh mua smartphone
Cc cu hi ca phn ny cp n nh mua smartphone ca anh/ch. Xin anh
ch vui lng cho bit kin ca mnh da trn nh gi theo thang im t 1 n 5 m
chng ti a ra di y [(1) = Hon ton phn i, (2) = Phn i, (3) = Trung
lp (Khng c kin), (4) = ng , (5) = Hon ton ng ]. Vui lng ch khoanh
trn mt s la chn ng nht theo kin ca anh/ch
M
cu
hi
NH MUA
Hon
ton
phn
i
Phn
i
Trung
lp
ng

Hon
ton
ng
PI1
Ti s tip tc s dng smartphone
1 2 3 4 5
PI2
Ti c nh s mua smartphone 1 2 3 4 5
PI3
Ti c nh s mua smartphone tt
hn chic ang s dng
1 2 3 4 5
PI4
Ti s k vi bn b, ngi thn v
chic smartphone ti ang s dng
1 2 3 4 5
PI5
Ti s khuyn bn b v ng nghip
mua smartphone
1 2 3 4 5

XIN CHN THNH CM N S H TR CA QU ANH/CH

73
Table 17 - Reliability Test of Respondents

Cronbach's
Alpha N of Items

.713 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
PR1
15.20 4.583 .429 .682
PR2 15.39 4.202 .561 .628
PR3 14.78 4.470 .502 .654
PR4 14.66 4.714 .458 .672
PR5
15.02 4.244 .423 .692


Cronbach's
Alpha N of Items

.702 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
BR1
15.91 4.108 .425 .666
BR2 15.89 3.588 .636 .574
BR3
15.68 3.839 .586 .601
BR4
15.89 4.052 .388 .684
BR5
15.87 4.494 .286 .720


Cronbach's
Alpha N of Items

.742 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted

74
CO1
16.13 4.125 .500 .699
CO2 16.04 4.104 .631 .661
CO3 16.24 3.703 .602 .658
CO4 16.14 3.957 .443 .725
CO5
16.16 4.329 .392 .738


Cronbach's
Alpha N of Items

.732 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
FE1
16.11 3.549 .590 .649
FE2 16.40 3.560 .465 .699
FE3 16.04 4.141 .426 .711
FE4 15.89 3.545 .603 .645
FE5
16.17 3.656 .414 .722


Cronbach's
Alpha N of Items

.745 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
RA1
15.89 5.385 .565 .680
RA2 15.94 5.075 .526 .697
RA3 15.67 6.018 .476 .714
RA4
15.75 5.229 .553 .684
RA5
15.71 5.987 .440 .725


Cronbach's
Alpha N of Items

.741 5

75

Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
SI1
14.55 5.742 .481 .711
SI2 13.87 5.167 .604 .656
SI3 13.49 6.970 .428 .724
SI4 13.45 6.442 .567 .680
SI5
13.37 6.482 .487 .703


Cronbach's
Alpha N of Items

.765 5


Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Cronbach's
Alpha if Item
Deleted
PI1
15.67 5.549 .531 .724
PI2 15.32 5.906 .606 .707
PI3 15.56 5.547 .486 .742
PI4
15.94 5.406 .556 .715
PI5
15.97 5.594 .521 .728

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