Factors Influencing Smartphone Purchase Intention: A Study Among Filipino Generation Z Within the National Capital Region

• Main Authors: Briones, Margaret Natalie V., Evangelista, Eliza Anne B., Go, Aljohn Emmanuel Y., Sy, Karyl Christine L.
• Format: text
• Published: Animo Repository 2022
• Subjects: smartphone; purchasing intention; consumer behavior; Filipino Generation Z within the National Capital Region; Business
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2022/bus_research/9; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1051&context=conf_shsrescon
• Institution: De La Salle University

As we progress into the digital era, smartphones have become increasingly important and integrated into our daily lives. The unanticipated shift to an online setting brought upon by the COVID-19 pandemic raised technology’s significance in education, causing Generation Z’s to consider purchasing smartphones. With recent technological innovations and sophisticated marketing strategies, consumers take various considerations into account when deciding to buy smartphones. Hence, the main objective of this research is to determine to what extent the factors (i.e., brand, product features, price, convenience, social influence, and smartphone dependency) influence the Filipino Gen Z's intention to purchase smartphones. To investigate the determining nature of the relationship between variables, a quantitative correlational approach was conducted. Moreover, a structured online survey form adapted from previous literature was distributed to 400 Filipino Gen Z residents from the National Capital Region through a convenient sampling technique. Using SPSS v24, descriptive analysis, Spearman's rho, and multiple regression analysis were carried out to analyze the primary data. The results reveal that brand, product features, convenience, and smartphone dependency are influential in convincing consumers to purchase smartphones. Contrarily, price and social influence show no significant relationship with their intent to buy smartphones. Overall, the factors, when taken all together, are statistically insignificant. This implies that there are further independent variables that may be significant in explaining the variation in smartphone purchase intention.