GENERATION Y CONSUMERS AND THEIR PURCHASE INTENTION OF APPLE IPHONE X SMARTPHONES IN THAILAND

Authors

  • Duy Le Mahidol University International College
  • Supara Kapasuwan Business Administration Division, Mahidol University International College

Keywords:

Brand Awareness, Brand Equity, Social Value, Smartphones, Purchase Intention

Abstract

This study aimed to evaluate the factors that Generation Y consumers may consider when they intend to purchase Apple iPhone X smartphones, including brand awareness, consumers’ brand identification, brand equity, product design and features, value for money and social value. Data were collected from 322 respondents by using survey questionnaires. The researchers used multiple regression analysis to test the hypotheses. The results indicated social value and brand equity were very influential factors positively related to the purchase intention of iPhone X, whereas the other factors including brand awareness, brand identification, product design and features and value for money were not found significant.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.

Bertrand, M., & Kamenica, E. (2018). Coming apart? Cultural distances in the United States over time. Working Paper 247711 of the National Bureau of Economic Research, Retrieved March 31, 2019 from https://www.nber.org/papers/w24771.pdf.

Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.

Chuah, S. H., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of Retailing and Consumer Services, 36, 124-136.

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.

Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.

International Data Corporation. (2019a). Top 5 smartphone companies, worldwide shipments, market share, and year-over-year growth, calendar year 2018. Retrieved March 31, 2019 from https://www.idc.com/getdoc.jsp?containerId=prUS44826119.

International Data Corporation. (2019b). Smartphone market share: OS data overview. Retrieved April 16, 2019, from https://www.idc.com/promo/smartphone-market-share/os.

Karabell, Z. (2018). Apple is ditching the mass market and focusing on rich people. Retrieved March 31, 2019, from https://www.wired.com/story/apple-abandons-mass-market-asiphone-turns-luxury/.

Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing, 57, 1-22.

Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.

Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740–759.

Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.

Kim, H., Gupta, S., & Koh J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.

Kim D., & Jang S. (2014). Motivational drivers for status consumption: A study of generation Y consumers. International Journal of Hospitality Management, 38, 39-47.

Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.

Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.

Li, M. L., & Green, R. D. (2011). A mediating influence on customer loyalty: The role of perceived value. Journal of Management and Marketing Research, 7, 1-12.

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5-15.

Malär, L., Krohmer, H., Hoyer, W D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75 (July 2011), 35-52.

Manager Online. (2019). Sales of smartphones in Thailand in the year 2018 contracted to 19.2 million units. Retrieved March 31, 2019, from https://mgronline.com/cyberbiz/detail/9620000016012.

Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product and Brand Management, 12(1), 39-51.

Nunnally, J. C., & Bernstein I. H. (1994). Psychometric theory. NY: McGraw-Hill.

Ordun, G. (2015). Millennial (Gen Y) consumer behavior, their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40-55.

Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189-199.

Parment, A. (2014). Marketing to the 90s generation: Global data on society, consumption, and identity. New York, NY: Palgrave MacMillan.

PwC. (2013). PwC’s nextGen: A global generational study – Evolving talent strategy to match the new workforce reality. Retrieved January 20, 2017 from https://www.pwc.com/gx/en/hr-management-services/pdf/pwc-nextgen-study-2013.pdf.

Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors influencing purchasing intention of smartphone among university students. Procedia Economics and Finance, 37, 245-253.

Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Wisconsin: Prentice Hall.

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29, 406-418.

VanVoorhis, C. R. W., & Morgan, B. (2007). Understanding power and rules of thumb for determining sample sizes. Tutorials in Quantitative Methods for Psychology, 3(2), 43-50.

Yaseen, N., Tahira, M., Gulzar, A., & Anwar, A. (2011). Impact of brand awareness, perceived quality and customer loyalty on brand profitability and purchase intention. A resellers’view. Interdisciplinary Journal of Contemporary Research in Business, 3(8), 833-839.

Young, A. M., & Hinesly, M. D. (2012). Identifying millennials’ key influencers from early childhood: Insights into current consumer preferences. Journal of Consumer Marketing, 29(2), 146-155.

Yoo, B., & Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1-14.

Published

2020-05-26

How to Cite

Le ด., & Kapasuwan ศ. (2020). GENERATION Y CONSUMERS AND THEIR PURCHASE INTENTION OF APPLE IPHONE X SMARTPHONES IN THAILAND. Suthiparithat (Journal of Business and Innovation: SJBI), 33(107), 180–192. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/242642

Issue

Section

Research Articles