The Factors Affecting Laptop Purchase Intention – Case Study of Vietnam Laptop Market

• Main Authors: Nguyen Thi Hang Nga, 阮氏姮娥
• Other Authors: Ying Fang Huang
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/60649399136835058992

碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 104 === Laptop product is gradually becoming a definite need than a luxury in today’s fast paced world. In recent years, the laptop market has developed dramatically in over the world in general and in Vietnam in particular. The purpose of this study was to determine the factors affecting purchase intention in Vietnamese laptop market. With a study on literature review and the conducting of surveys with 171 customers, five factors have been mentioned including price, marketing, brand, after sale service, product feature on purchase intention. The data are analyzed through some analysis steps including reliability analysis, exploratory factor analysis, correlation analysis, multiple linear regressions and one-way analysis of variance. The results of this study revealed that all these five factors have positive impacts on purchase intention and the factor named product feature shows the greatest impact. The findings have provided some useful implications for the businesses in building marketing policies to promote the selling-out activities of laptop in Vietnamese laptop market.