| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 103 === The development of mobile communication technology (e.g. wireless Internet, phone, MP3 player, GPS navigation system), has been a long journey for innovation which is constantly evolving and updating as a result Smartphones have become devices capable of performing functions similar to those found on personal computers. Smartphone provides a one-stop solution for mobile calls, email sending, and Internet access.
They are compact in size and often only slightly bigger than standard mobile telephones.
According to the theory of preference formation of Dietrich and List (2012), preferences are not fixed and that consumers change their preferences over time. They indicated that consumers form his or her preferences by adopting a particular motivational state by focusing consciously or otherwise on certain properties of the alternatives as the motivationally salient properties (and by taking on a weighing relation in the first place). The target group was university students, of the three main universities in El Salvador, Honduras and Guatemala. The analysis results show that age is of importance and should be taken as an influencing factor in brand preference. Regarding price as a mean of quality people in the three Central America countries will care more to acquire a device perceived as high quality, as social influence and Device technology will play as well a vital role in convincing the consumers to acquire a determinate brand for their smartphone.
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