Các nhân tố ảnh hưởng đến quyết định mua smartphone của người tiêu dùng ở quận Ninh Kiều, thành phố Cần Thơ

Abstract

This research was to explore the factors affecting purchase decision of smartphone the case of consumers in Ninh Kieu district, Can Tho city. Based on theory of Reasoned Action, theory of Planned Behaviour and theory of demand, the study prososed eight factors: Convenience, Social Influences, Product Features, Brand name, Dependency, Price, After-sales service and Perceived Value influence consumer’s purchase decision. Data was collected from a sample of 140. The results show four factors affecting purchase included Price, Product Features, Convenience, Brand name.