The Effects of Consumer-based Brand Equity on the Purchase Intention of Smartphone in Malaysia: An Extended TPB Model
| Autor: | AU YONG WEIKANG, 歐陽偉康 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Nowadays, smartphone plays a significant role in our life, we use it to communicate, to do business, check mails, send messages and etc. The smartphone users continuously increasing year by year. So, smartphone has already had, and will continue to have a profound impact in our future life’s. As the world becomes increasingly interconnected, smartphone adoption remains one of the defining factors in technological progress. Over the past few years, there has been a steady rise in the percentage of people who own and use a smartphone. The smartphone industry has been steadily developing and growing since then, both in market size, as well as in models and suppliers. In Malaysia, the smartphone suppliers including Samsung, Apple, ASUS, OPPO, Xiaomi and etc. How does Malaysia consumers making a decision to buy smartphones? This study focuses on analyzing the factors influence consumer intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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