Anthony Tik-Tsuen WONG
Under the rapid development of recent years, the demand for smartphones is becoming morea and more important for people. It has become one of the indispensable communication tools in our lives. College students as important consumer of the electronic markets became the objectives of our research. They also determine the mainstream development trend of the smartphone markets. This research provides a marketing strategy for the smartphone market by understanding the consuming characteristics of college students and the factors in purchasing mobile phone brands combined with their needs. This research can help the mobile phone companies understand college students’ requirements for selecting smartphones and understand the factors that can affect college students in making decision when they are buying mobile phones. This study selected five factors to study the relationship between perceived quality, brand loyalty, electronic word of mouth, product design, brand awareness and purchase intention. The relationships between brand loyalty, brand awareness and purchase intention are proved to be significant whilst perceived quality, electronic word of mouth and product design do not affect purchase intention from the findings in this research. Therefore, smartphone manufacturers should pay attention to brand loyalty and brand awareness, thereby increasing the purchase intention of Hong Kong college students.