Evaluate important of critical factors to consumer buying intention in smartphone market in Ho Chi Minh City

Abstract

Nowadays, smartphone is indispensable in life. The percentage of smartphone users is increasing over time. However, why they want to use the smartphone and what they led to their purchase intentions, our research topic will clarify this matter. Vietnam is a country, which have rate of smartphone users, is fastest increasing in Southeast Asia, and the second in the world. The buying intention smartphone is increasingly day-by-day. Vietnam market is facing great development opportunities. It is become objective of the smartphone manufactures in the world such as Apple, Sangsung, LG, etc. This research investigates and evaluates important of critical factors to consumer buying intention in smartphone market. Data from 400 samples were obtained using an offline survey. The research model is assessed using the procedure of referring a number of previous studies and scholars, analyzing by SPSS and having the most influencing factors。The results show that the buying intention of smartphone market in Ho Chi Minh City, which is predicted collectively by brand, price, features, easy to use and social influence.