LINK CANVA Deadline tối 11h30 t5 2310 “Factors influence the purchase intention of UEH university students for Samsung smartphones “ 1 Executive summary (1) Minh Smartphones are now widely accepted a.
LINK CANVA Deadline tối 11h30 t5 23/10 “Factors influence the purchase intention of UEH university students for Samsung smartphones “ Executive summary (1) Minh Smartphones are now widely accepted as a necessary component of daily life, and the majority of people always have one with them (Li et al., 2021) In Q1 2022, the world shipped 311.2 million smartphones, an 11% decrease from the previous quarter After updating its portfolio for 2022 and sending 73.7 million units, Samsung is still in the top (Canalys) The purpose of this study is to investigate the impact of related factors, namely price, brand image, and product features, on customers' purchase intention toward Samsung products The study aims to contribute to the existing literature by exploring the interrelationships between these factors and their influence on consumer behavior (Muljani, 2019) A quantitative research method (Likert and multiple choice) will be used to collect data from a sample of customers who have purchased or intend to purchase Samsung products Price (H1), brand image (H2), product features (H3), and social influences (H4) will be used as independent variables, while purchase intention will be the dependent variable The research design will include a thorough review of academic and trade literature related to the topic, along with the development of an analytical model to test the research hypotheses The data collection process will involve the use of structured questionnaires that will be administered through online surveys The data analysis process will utilize statistical techniques such as correlation and regression analysis to examine the relationships between the independent and dependent variables The results will be interpreted to identify the key factors that influence customers' purchase intention toward Samsung products The findings of this study are expected to provide valuable insights for Samsung and other companies in the electronics industry to develop effective marketing strategies By understanding the relative importance of price, brand image, and product features in shaping customers' purchase intention, companies can better tailor their products and marketing messages to meet the needs and preferences of their target customers In conclusion, this research will contribute to the existing literature on consumer behavior and provide practical implications for businesses operating in the electronics industry The study is expected to provide a comprehensive analysis of the impact of related factors on customers' purchase intention toward Samsung products and offers recommendations for companies to improve their marketing efforts Background (1) Ly Due to the increasing influence of technology in all aspects of daily life, technological equipment is taking on more ergonomic shapes and sizes Electronic accessories are highly prevalent among people of all ages and educational levels The advent of the smartphone has dramatically benefited society (Zheng, Ni, 2006) Taking advantage of this trend, to satisfy the enormous smartphone demand of the Vietnamese people, smartphones from various companies have flourished across the nation This will be the focus of the current study Samsung, a Korean Native Company, has been very renowned for its smartphone business and has made merchandise of millions of smartphones Samsung has been quite well known around the world and people sometimes compare them with the Smartphone predecessor iPhone On March 25, 2008, Samsung Electronics Vietnam was granted its first Investment Registration Certificate (IRC) with a registered investment capital of 670 million USD Samsung had been selling millions, even billions of smartphones Despite its current reputation, it is still compulsory for Samsung to maintain its customer purchase intention to compete in the market Customers' purchasing intentions have been found to be influenced by a number of variables, some of which include price, brand image, and product features Although several studies have made efforts to investigate the relationship between these three factors and the purchase intention of customers toward smartphones The widespread use of smartphones in a developing country like Vietnam suggests the necessity for empirical research about consumers' purchase intentions This study focuses on the precise observable variables that influence customers' purchase intentions for iPhone products in Ho Chi Minh City, Vietnam, in order to meet those demands The study has examined and studied the smartphone market and the consumer base to identify and explore the elements impacting purchase intention for Samsung smartphones in this context The body of research-related literature already in existence has provided a chance to investigate the key variations among factors influencing purchase intention for this particular product category and has demonstrated the effectiveness of the study Objectives of the Research (1) Khoa 3.1 Explore and clarify the impact of related factors on the purchase intention of Samsung products, which are price, brand image, product features, and social influences By conducting the literature review of the related framework, the research is able to explore the main ideas of those, and how those can influence the purchase intention of GenZ customers, in UEH university Having a better understanding of the root cause, which includes the factors, can enable Samsung to produce a suitable and realistic plan for future products in Samsung’s smartphone category 3.2 Analyse the difference between two groups of customers who purchase and not purchase Samsung smartphones by identifying the most significant independent variable 3.3 Provide recommendations on how to improve purchasing rates based on the findings of the research Approach Khue Literature review a Purchase intention Warshaw and David (1985) defined “purchasing intention” as planning to buy certain goods or services in advance It describes an individual's preference for product purchase and their categorization of the available options (Zeithaml, 1988) Purchase intention represents a consumer's willingness to purchase, that is if purchase intention is high the likelihood of consumer willingness to purchase a product or service is also high (Schiffman and Kanuk, 2000) b Price Price is the sum of money consumers is indebted to pay for products and services to fulfill their needs or wants (Kotler, 2012) Some people think a product's value is better than the amount paid but others may think it is just the opposite Different people have different perspectives and ideas about the value of money (Campbell, 1999) Hence, price deductions may affect the customers' purchase decisions Most of the time, customers have a higher intention to purchase a product, if the discount rate is higher There is also an opposite picture, when the discount rate is lower, customers may have a lower intention to purchase a product (Lay-Yee et al., 2013) c Brand image Based on the definition from Kotler and Keller (2012), “Brand image” can be described and understood as follows: “Once a sufficient level of brand awareness is created, marketers can put more emphasis on crafting a brand image” From the statement mentioned above, we may understand that the brand image is something more valuable than the product It means that the brand can be used as a difference between one product with another similar product, especially by using the brand image Aaker (1996) defined the measurement of brand image includes items, namely product attributes, consumer benefits, and brand personality that can be described as follows: Terms Definition Product Attributes Which are matters relating to the brand itself Consumer Benefits What is the usefulness of the products of the brand Brand Personality As an association imagine a brand if the brand personality is a human d Product features Nowadays, there are many high-technology features of smartphones in the market Thus, different people will choose different features of smartphones that can meet their needs and desires According to Oulasvirta et al (2011), smartphones nowadays are featured with wireless connectivity, a built-in web browser, application installation, full programmability, a file management system, multimedia presentation and capture, high-resolution displays, several gigabytes of storage and location as well as movement sensors Based on previous research, there are five design characteristics of mobile phones preferred by consumers such as camera, color screen, voice-activated dialing, internet browsing, and wireless connectivity (Ling et al., 2006) Based on study indicates that the respondents, mostly college students, prefer to purchase smartphones due to their physical appearance, screen size, and menu organization Product features can be defined as the attributes of a product that can satisfy consumers’ preferences through having the product and using it (Kotler & Armstrong, 2020) According to Lay-Yee et al (2013), hardware is the surface of a device that can be physically touched such as the body of the smartphone, size, weight, color as well design Meanwhile, the software includes computer programs, procedures, and documentation In addition, operating platforms, storage, or applications also can be categorized as software There are several types of operating software such as iOS, Android, Windows Hardware and software can be categorized as product features Based on previously done by Lay-Yee et al (2013), 31% of users prefer software compared to hardware only 17.6% This indicates consumers will look more at software rather than hardware in purchasing the smartphone e Social influences Changing thoughts, feelings, attitudes, and behavior, intentionally or unintentionally, and being influenced by other people in society is termed social influence (Rashotte, 2007) Social influence affects the behavioral intention of customers (Lu et al., 2017) as it is associated with the way other people influence one's beliefs, feelings, and behavior (Mason et al., 2007) and people often adopt the thoughts, and feelings, attitudes, and behavior of others (Chow et al., 2012) Surrounding people influence the action of consumers (Kotler et al., 2010) It happens from the interaction among the various levels of people in society, those who are known to each other like parents, family, peers, friends, relatives, and so on (Rahim et al., 2016) When purchasing any product, family members can strongly influence buyer behavior (Tikkanen, 2009) The young generation, especially students, is very much dependent on suggestions from others when purchasing smartphones (Rahim et al., 2016) Research Framework Theory of planned behavior (TPB) is the foundation for studies relating to purchase behavior, owing to its capability to predict a variety of behaviors and its fitness to explain intentions TPB hypothesizes that behavior can be predicted by intention and that people are prone to behave a particular way if they think that certain behaviors will generate particular outcomes that align with values TPB consists of constructs such as attitude, subjective norms, and perceived behavioral control which guide human behavior Several previous studies have used the TPB as their theoretical framework (Al-Swidi et al., 2014; Kumar & Smith, 2017; Shah Alam & Mohamed Sayuti, 2011) Based on the above-mentioned reviews of literature, the researchers are now in a position to propose a theoretical framework for this study Based on the frameworks of students’ demand for smartphones (Suki, 2013), generation Z consumers’ smartphone purchase intention (Mohammed, 2018), and factors affecting young customers’ smartphone purchase intention during the Covid-19 pandemic (Rakib et al., 2022b), we propose the framework of UEH university students Samsung smartphones purchase intention The conceptual framework dictates the effects of various independent variables on the dependent variable The proposed model tries to show the causal relationship between the research variables in order to examine the impact of product features, brand image, product price, and social influence on the purchase intention of smartphones among the young generation consumers of UEH University Hypothesis Clemes et al (2014) found a positive impact of product variety on online purchase intention it concludes that there is a significant correlation between Product Feature Concern with Customer Purchase Decision H1: Product features have a significant influence on young customers' purchase intention of Samsung smartphones A reputed brand with a higher image enjoys major advantages compared to nonreputed brands as it is associated with psychological assurance A good or positive brand image is one that can have an added value impact on consumers, if a brand has a bad image, it will indirectly affect consumers and most likely consumers are not interested in making a purchase A good brand image will be easily accepted by consumers, thereby increasing customer satisfaction => H2: Brand image has a significant influence on young customers' purchase intention of Samsung smartphones The price of the product tends to have a positive effect on the purchasing decision if the price is rationally and commensurate with the benefit of the given product can influence the consumer in making the purchase The results cleared that product attributes including product information, quality, and prices had positive effects on purchase intention Price sometimes serves as a signal of quality A product priced “too low” might be perceived as having low quality Owning expensive items also provides information about the owner If nothing else, it indicates that the owner can afford the expensive item This is a desirable feature to some consumers => H3: Product price has a significant influence on young customers' purchase intention of Samsung smartphones The internet creates both positive and negative influences on customers purchasing intention through social media communication Customers can learn and get available information about different brands from various online media provided by other consumers sharing their own experiences and opinions The social influence had a positive and significant influence, even though it was weak towards the purchase intention of Starbucks Coffee as an environmentally friendly product => H4: Social influence has a significant influence on young customers' purchase intention of Samsung smartphones Research design (1) Linh In order to collect information about related factors causing customers’ purchase intention toward Samsung smartphones, our team will conduct the research by applying the quantitative methodology in two consecutive studies: desk research and quantitative research to evaluate the previously - stated hypotheses and provide a precise response to the research questions and full study topic The survey is the key research technique adopted in this study in order to conduct the research project 51 Desk research The proposed approach for desk research would be a thorough literature review through academic research Our team tends to conduct exploratory research to collect secondary data In order to capture the most reliable academic sources, the reports that our team references will be cited by Google Scholar, Proquest, and Sciendirect sources to build a theoretical foundation that proves more reliable The theoretical framework provides some factors concerning the purchase decision of smartphones Besides, we have identified several possible factors, scales, and developed a research framework for quantitative research 5.2 Quantitative research The Quantitative research proceeds under the following procedure: ● Administering the questionnaire: A paper survey and online survey via Google Forms will be conducted to collect opinions from target respondents ● Scaling technique: Non-comparative scaling technique The survey is conducted using quantitative questions such as multiple choice and the Likert scale because these techniques are easy for the respondents to answer In addition, it also helps us to approach and analyze the data easier and efficiently ● Nature of questionnaires: Our survey will include all of the factors in the given model In each element, we tend to ask some key closed-ended questions The approximate number of questions will be about 25-30 questions and the time for answering will be around 10 minutes ● Sampling plan: The target respondents will be UEH students who are currently using Samsung smartphones or have an intention of purchasing them Purposive sampling is used as the sampling method And convenience sampling is suitable for effectively conducting research ● Sample size: For quantitative research, the ideal number of respondents should be around 200 people 50 percent of responses (at least 100 respondents) will be collected paper-based and the other will be collected through an online survey using the Google form platform After collecting the primary data, the responses will be checked, edited, and transferred to the computer for further analysis by SPSS Subject and Scope (1) Ngan Our group selected UEH students as the main subject for our research due to several reasons Firstly, smartphone usage has significantly increased among young people, especially generation Z According to Choiz (2012), mobile phones serve several important functions to young people, including autonomy boost in the family, relationship creation with friends, skills development, and sources of entertainment In terms of university students, smartphones have become essential to their lives as the number of students using smartphones in class has increased over the years (Jesse, 2015) Epstein (2013) discovered that using mobile phones encouraged students to finish their assignments, strengthen their therapeutic bond, raise their sense of self-efficacy, and generally feel better about themselves According to “University of Economics Ho Chi Minh city” (n.d.), the number of nationwide students enrolling in the university reaches around 30,000 annually for various educational levels That is the reason why UEH students can represent the Vietnamese young generation in general and university students in Ho Chi Minh City in particular Data analysis (1) DL: 9/4 a Reliability (Linh) Reliability Statistics Item-Total Statistics Variables Cronbach’s Alpha N of Items Items Cronbach’s Alpha if Item Deleted Product Features 0.699 PF1 0.696 PF2 0.648 PF3 0.618 PF4 0.614 PF5 0.667 Brand Image Product Price Social Influences Purchase Intention 0.868 0.724 0.630 0.937 4 BI1 0.817 BI2 0.794 BI3 0.823 BI4 0.883 PP1 0.616 PP2 0.719 PP3 0.625 PP4 0.686 SI1 0.593 SI2 0.518 SI3 0.581 SI4 0.542 PI1 0.947 PI2 0.882 PI3 0.892 a Product Features The Cronbach's Alpha is 0.699, which is higher than 0.6, indicating that all five questions measure the same thing and that the items in this construct are closely related None of the items in this construct will make the Cronbach’s Alpha higher if they are removed, which shows that the Cronbach’s Alpha of the construct cannot be further improved Conclusion: We can not remove any of the questions from the construct since they all represent the best questions regarding Product Features (PF) b Brand Image The Cronbach's Alpha is 0.868, which is higher than 0.6, indicating that all four questions measure the same thing and that the items in this construct are closely related None of the 10 items in this construct will make the Cronbach’s Alpha higher if they are removed, which shows that the Cronbach’s Alpha of the construct cannot be further improved Conclusion: We can not remove any of the questions from the construct since they all represent the best questions regarding Brand Image (BI) c Product Price The Cronbach's Alpha is 0.724, which is higher than 0.6, indicating that all four questions measure the same thing and that the items in this construct are closely related None of the items in this construct will make the Cronbach’s Alpha higher if they are deleted, which shows that the Cronbach’s Alpha of the construct cannot be further improved Conclusion: We can not remove any of the questions from the construct since they all represent the best questions regarding Product Price (PP) d Social Influences The Cronbach's Alpha is 0.630, which is higher than 0.6, determining that all four questions measure the same thing and that the items in this construct are closely related None of the items in this construct will make the Cronbach’s Alpha higher if they are deleted, which shows that the Cronbach’s Alpha of the construct cannot be further improved Conclusion: We can not remove any questions from the construct since they all represent the best questions regarding Social Influences (SI) e UEH students’ Purchase Intention The Cronbach’s Alpha is 0.937, which is higher than 0.6, indicating that the construct is closely connected and that the three questions measure the same thing None of the items in this construct will make the Cronbach’s Alpha higher if they are removed, which shows that the Cronbach’s Alpha of the construct cannot be further improved Conclusion: We can not remove any of the questions from the construct since they all represent the best questions for the UEH students’ Purchase Intention (PI) b Factor analysis (Ngan) Firstly, we run the Factor Analysis for the dependent variable, which is Purchase Intention (PI) 11 Correlation Matrixa PI1 Correlation Sig (1-tailed) PI2 PI3 PI1 1.000 805 789 PI2 805 1.000 899 PI3 789 899 1.000 000 000 PI1 PI2 000 PI3 000 000 000 a Determinant = 063 The table shows the Correlation Matrix of three components in the dependent variable The three components are highly correlated with each other KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 745 819.680 df Sig .000 The KMO statistics of 0.745, which is higher than 0.5, indicates that the factor analysis is appropriate Regarding Bartlett’s Test of Sphericity, the approximate chi-square statistic is 819.68 with degrees of freedom, which is significant at the 0.05 level This rejects the null hypothesis of the identity matrix and supports the appropriateness of the analysis Then, we run the Factor Analysis for the independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square 782 1613.497 df 136 Sig .000 The KMO statistics of 0.782 clarifies the appropriateness of the test The null hypothesis that the variables are uncorrelated in the population is also rejected by the Bartlett’s Test with the approximate chi-square statistic of 1613.497, 136 degrees of freedom The result is significant at 0.5 level Next, we determine the number of factors should be included using the principal components analysis Total Variance Explained 12 Extraction Sums of Squared Component Initial Eigenvalues Total % of Variance Loadings Cumulative % Total % of Variance 4.251 25.009 25.009 4.251 25.009 2.484 14.611 39.619 2.484 14.611 1.656 9.738 49.358 1.656 9.738 1.186 6.974 56.331 1.186 6.974 988 5.810 62.142 917 5.393 67.535 867 5.102 72.637 736 4.327 76.964 676 3.979 80.942 10 569 3.346 84.288 11 540 3.178 87.466 12 491 2.891 90.357 13 434 2.552 92.909 14 389 2.290 95.199 15 322 1.895 97.094 16 271 1.596 98.690 17 223 1.310 100.000 The table shows that the Initial Eigenvalue greater than 1.0 results in four factors being extracted This means that 17 components in our questionnaire can be categorized into four factors.These four factors accounted for 56.331% of total variance After that, by rotating factors, we transform the factor matrix to increase simplicity and enhance interpretability of the result Rotated Component Matrixa Component BI2 890 BI1 871 BI3 867 BI4 713 PF4 769 PF3 684 PF2 589 PF1 563 PF5 PP1 819 PP3 801 PP4 569 13 PP2 506 SI2 776 SI1 671 SI4 662 SI3 572 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization.a a Rotation converged in iterations According to the Rotated Component Matrix, each component correlates with one factor, as our expectation in the model However, component PF5 shows no significant loading on any of the four factors This means that PF5 barely describes the factor of Product Feature We, therefore, exclude PF5 from the test The remaining components for each factors will be: ● Factor (Brand Image) covers BI1, BI2, BI3, BI4 ● Factor (Product Feature) covers PF1, PF2, PF3, PF4 ● Factor (Product Price) covers PP1, PP2, PP3, PP4 ● Factor (Social Influence) covers SI1, SI2, SI3, SI4 As PF5 was excluded from the test, we rerun the Factor Analysis to examine whether the removal of PF5 has any effect on other components (Appendix ) The KMO statistic is still desirable at 0.777, indicating that the correlations between pairs of variables can be explained by other variables With regard to the Bartlett’s Test of Sphericity, the approximate Chi-square of 1496.434 with 120 degrees of freedom further supports the appropriateness of the test The result is significant at 0.5 level The remaining components are still categorized into four groups which have total initial eigenvalue higher than 1.0 These four factors explain 57.893% of the total variance, slightly higher than the initial result (Appendix ) 14 c Regression (Ly) Based on the Coefficients of Regression Analysis results, Product Features (PF), Product Price (PP) and Social Influence (SI) all have significance levels below 0.05 Therefore, we can come to a conclusion that these three factors influence the customer’s intention to choose Samsung’s products Since Brande Image (BI) has no impact on PI, we decided to 15 eliminate it from the model This means they are statistically significant at 5% The tolerance level of PF, PP, SI are equal to 0.686, 0.671 and 0.921 respectively, Furthermore, the VIF coefficients are all less than 10 As a result, there is no indication of multicollinearity between these components The results reported in figure …… claim that Product Features (PF), Product Price (PP) and Social Influence (SI) have a positive effect on purchase intention with coefficients of 0.562, 0.492 and 0.326 respectively This indicates that the more well-designed and affordable Samsung products are, the more likely customers are to purchase a product And it went the same with a higher level of social influence from customers’ family and friends Based on the results in figure ……, we consider the following model specification to analyze the relationship between Product Features (PF), Product Price (PP), Social Influence (SI) and the Purchase Intention (PI): PI= 0.29*PF + 0.263*PP + 0.218*SI From this equation, we can easily conclude that Product Features is the key factor affecting purchase intention of Samsung’s customers when the Product Price and Social Influence are also affected but at a lower level On the other hand, Brand Image does not affect buying intention, its effect is not significant and it is not necessary enough to consider them in the brand's decision process to enhance the number of purchases for Samsung’s products Model Summary Model R R Square 594 a 353 Adjusted R Std Error of Square the Estimate 345 1.07088 a Predictors: (Constant), SI, BI, PF, PP ANOVAa Model Sum of df Mean F Sig 16 Squares Square Regression 184.902 46.226 Residual 338.302 295 1.147 Total 523.204 299 40.309 000b a Dependent Variable: PI b Predictors: (Constant), SI, BI, PF, PP According to the Model Summary, it is indicated that the R-square statistic is 0.353 Therefore, 35.3% of the purchase intention of customers toward Samsung products can be explained by the three research factors: Product Features, Product Price and Social Influence According to the ANOVA table, it is indicated that the Significant level is 0.00 < 0.05 Therefore, the research model can predict performance based on Product Features, Product Price and Social Influence variables Discussion (Khuê) Implication & Conclusion (Minh) 1.Key findings 10 Appendices Factors Demographic Product Features Statements Response Bạn sinh sống tại? TPHCM Khác Giới tính bạn là? Nam Nữ Không muốn nêu Nghề nghiệp bạn gì? Đang học Vừa học vừa làm Đã làm Thu nhập hàng tháng bạn (Bao gồm trợ cấp từ gia đình)? Dưới 5tr 5-10tr Trên 10tr Samsung smartphone Likert scale (1-5): has a superior 1: Hồn tồn khơng camera đồng ý 5: Hoàn toàn đồng ý internet accessibility Literature review Chow et al (2012); Kausal and Kumar (2016); Trivedi and Raval (2018) Likert scale (1-5): 17 of the Samsung smartphone 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Samsung has a mature app store Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý the operating system of the Samsung smartphone Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn toàn đồng ý the design of the Likert scale (1-5): Samsung smartphone 1: Hồn tồn khơng is đồng ý 5: Hoàn toàn đồng ý Brand Image Product Price Samsung’s brand image has a good impression on me Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Samsung is my favourite brand Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý I purchase a Samsung smartphone as I have the previous user experience of the brand Likert scale (1-5): 1: Hoàn tồn khơng đồng ý 5: Hồn tồn đồng ý I consider the country of origin of Samsung Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Samsung smartphone’s price is reasonable Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Samsung smartphone’s price during promotions is attractive Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý I compare prices of other brands before I choose Samsung smartphone Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hoàn toàn đồng ý Chow et al (2012); Kausal and Kumar (2016); Trivedi and Raval (2018) Chow et al (2012); Trivedi and Raval (2018) Suki, N M (2013) 18 Social Influence Purchase Intention Price is my top concern when considering buying Samsung smartphones Likert scale (1-5): 1: Hoàn tồn khơng đồng ý 5: Hồn tồn đồng ý I think price is a vital element in judging the quality of a Samsung smartphone Likert scale (1-5): 1: Hoàn toàn khơng đồng ý 5: Hồn tồn đồng ý I usually consult my Likert scale (1-5): friends when buying a 1: Hồn tồn khơng Samsung smartphone đồng ý 5: Hồn tồn đồng ý I love to have the same smartphone as my family members Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hoàn toàn đồng ý My friends persuade me to buy the same phone as theirs Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Many of my friends and family members use Samsung smartphones Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hoàn toàn đồng ý I usually look for information about Samsung smartphones on the internet Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hồn tồn đồng ý Shabrin et al (2017) Suki, N M (2013) I will use my Likert scale (1-5): Samsung smartphone 1: Hoàn tồn khơng regularly in the future đồng ý 5: Hồn toàn đồng ý I intend to start/continue using Samsung smartphone in the future Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hoàn toàn đồng ý I have a plan to purchase a Samsung smartphone in the near future Likert scale (1-5): 1: Hồn tồn khơng đồng ý 5: Hoàn toàn đồng ý 19 11 Reference Canalys Newsroom - Global smartphone market shrinks 11% in Q1 2022 as regional headwinds bite (n.d.-b) https://www.canalys.com/newsroom/worldwide-smartphonemarket-Q1-2022 Choliz, M (2012) Mobile-phone addiction in adolescence: the test of mobile phone dependence (TMD) Progress in health sciences, 2(1), 33-44 Epstein, J., & Bequette, A (2013) Smart phone applications in clinical practice Journal of Mental Health Counseling, 35(4), 283-295 Jesse, G R (2015) Smartphone and app usage among college students: Using smartphones effectively for social and educational needs In Proceedings of the EDSIG Conference (No 3424) Muljani N The impact of brand image, product quality and price on purchase intention of smartphone Researchgate.net 2019 [cited 2023 Feb 23] Available from: https://www.researchgate.net/publication/353377975_The_impact_of_brand_image_ product_quality_and_price_on_purchase_intention_of_smartphone Pei Zheng, Lionel M Ni, 2006, ―Smart Phone and Next Generation Mobile Computing‖, http://www.sciencedirect.com/science/book/9780120885602 Li, T., Zhang, M., Li, Y., Lagerspetz, E., Tarkoma, S., & Hui, P (2021) The impact of COVID-19 on smartphone usage IEEE internet of things journal, 8(23), 1672316733 University of Economics Ho Chi minh city (n.d.) Retrieved February 23, 2023, from https://www.ueh.edu.vn/gioi-thieu/luoc-su 20