In recent years, mobile phone has evolved from essentially an interpersonal communication device to a multimedia machine known as “smartphone”. The usage rate of smartphone in Malaysia is still slow comparing to her neighbour, Singapore. Among all states in Malaysia, Perlis was reported to be the lowest smartphone users. This study attempts to investigate the antecedents that shaped the purchase intention of smartphone among adolescents in Perlis. A total of 379 close-ended questionnaires were distributed among young adults aged 19-26 who lives in Perlis. The questionnaires contained measures of relative advantages, price, social influence, compatibility as well as demographic information. The data were analyzed using correlation and multiple regressions. The study suggests that it is vital for the organization to understand their target market’s preferences before embarking on their marketing activities.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
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