Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on the Importance and Satisfaction of Purchase Decision Factor of Smart Phone : Focusing on Chinese Consumers

스마트폰 구매결정 요인의 중요도와 만족도에 관한 연구 : 중국 소비자를 중심으로

  • 한려화 (한양대학교 정보시스템학과) ;
  • 안종창 (한양대학교 정보시스템학과)
  • Received : 2014.04.28
  • Accepted : 2014.09.04
  • Published : 2014.09.30
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Abstract

The purpose of this study is to verify the difference between the importance level and the satisfaction level of each purchase decision factor of smart phone. Through review of literatures about purchase decision factors, we have derived about attributes of 6 factors. T-test, importance performance analysis (IPA), and regression analysis were conducted to identify priorities among the details of the importance and satisfaction and to analyze the effect relationship between satisfaction of each factor and overall satisfaction. Looking at a few high-priority order, battery capacity, memory capacity, fast and accurate repair, the adequacy of the repair cost, and processor in the top five factors were shown to be an important factor when purchasing smart phones. The results of this study can provide the marketing strategies for smart phone suppliers. In addition, these results imply what factors of smart phones should be more considered before launching into chinese smart phone market.

Keywords

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