Antecedents of smart phone buying behavior: an empirical study
Daftar Isi:
- Mobile communication has made such an impact on the ways people interact and conduct business. In the specific, many people use smart phones rather than regular mobile phones to interact and conduct business. This is because smart phones offer more advanced computing power and connectivity than a regular mobile phone. There have been many developments from the regular mobile phone into a smart phone. The developments of the original phone functions just to call, and then switch to messaging, then go into entertainment trends, and has now started to come with access to the data. All these developments confirmed the smart phone as a mobile form of interest. One of the favorite smart phone brands is BlackBerry. On the other hand, despite BlackBerry has been widely used by consumers, most of them claim they want to switch to another smart phone. The main reason why they want to switch to another smart phone is because the BlackBerry OS platform assessed unable to compete with Apple's IOS operating system or Android from Google. Therefore the consumer purchasing behavior of BlackBerry is still remains as a question mark. Thus, the object of this study is to identify antecedent factors that influence consumer purchasing behavior on BlackBerry smart phone. This research extended a model which was developed by Wu et al. (2008) to examine purchase behavior on BlackBerry smart phone. Samples were chosen based on judgmental sampling. Questionnaires were distributed to respondents by the drop-off/pick-up method and a total of 259 completed questionnaires were used in the analysis. The data was then analyzed using structural equation modeling. Results show brand loyalty, product familiarity, attitude and purchase intention are factors that affect purchase behavior. However, this research found that consumer’s personal reciprocity did not mediate the relationship between brand loyalty and purchase intention. This research provides discussion and insights for future research.