RESEARCH ON THE FACTORS THAT AFFECT THE PURCHASE INTENTION OF IPHONE IN HANOI

Abstract

With the rapid advancement of technology and the widespread popularity of smartphones, smartphones have gradually become an indispensable part of human society. As a result, living habits have changed and evolved with the busy and stressful city lifestyle. The increase of internet users is incredibly high in Vietnam. As a result, in recent decades, smartphone brands have become increasingly competitive along with a sharp increase in consumer demand. Many large corporations participated in Vietnam's smartphone market. There has not been much research on this topic in the past few years. The goal of this study is to find out what factors impact people's intention to purchase an iPhone in Hanoi, Vietnam, to correctly estimate intent for using, the accompanying study uses data received from consumers in Hanoi via straightforward sampling techniques. The study's findings provide useful advice for developers in their efforts to better grasp the key aspects that affect sales. The research concluded six primary components: Product Attribute, Promotion, Brand Image, Social Influence, Price, and Perceived Brand Quality, which explain factors affecting the purchasing intention to buy iPhone in Hanoi in Vietnam, based on over 400 acceptable questionnaire surveys. Our group predicted that all six variables have a positive link with customer purchasing behavior in the iPhone.. However, it has been discovered that only one of these six components, Price, hasn’t been linked with purchase intention. Positive effects on PA: Product Attribute and PQ: Perceived Brand Quality have the greatest influence on buying intention to user.