Factors Leading to Consumer Perceived Value of Smartphones and its Impact on Purchase Intention

Purpose - The aim of this research is to find the impact of consumer perceived value (CPV) on smartphone purchase intention among Malaysian working professionals. The research intends to find whether or not social value, perceived usefulness, perceived ease of use, economic value and brand image have a direct or indirect effect on smartphone purchase intention.Design/methodology/approach - Data is collected through an administered online survey with convenience sampling. A total of 302 samples were collected in Kuala Lumpur area. Demographic profile classification, reliability test, sample adequacy, confirmatory factor analysis (CFA) and structural equation modeling (SEM) path analysis is conducted to analyse the data using IBM Amos statistic 22. Findings - The findings show that social value and perceived ease of use do not have a direct or indirect effect on smartphone purchase intention among Malaysian working professionals. However, perceived usefulness, economic value and brand image have an indirect effect on smartphone purchase intention. Practical implications – The research is useful for managers and marketers, to understand the consumer perceived value (CPV) of latest generation smartphone among Malaysian working professionals. These type of consumers in the smartphone industry are important and vital for smartphone companies due to their high income and purchase decision making power.Originality/value – The study proposes and validates a new model by combining technology Acceptance Model (TAM) and selected CPV variables which may impact Smartphone purchase intention among working professionals