| dc.description.abstract | Background: The concept of consumer satisfaction recently is growing and bearing in mind as one of the most attentive factor in marketing communication tool. Understanding consumer switching intention is proven to be effective to boost customer loyalty, purchase intention, encourage the interaction with the customers and promote market share. Nonetheless there are limited researches examine consumer’s brand switching on high technology product, especially smartphone, in Vietnam market. In those day, smartphone is the popular-using product in every facet of life. Also, smartphone industry is becoming immensely growth in this severe market. The foundation of this thesis based on the research model of consumer switching intention from Cristelle Msaed Sam O AL-KWIFI Zafar U. Ahmed , (2017).
Purpose: This research intends to examine the factor impact of consumer switching intention on high technology product in the case smartphone user of Ho Chi Minh city.
Method: This research is conducted in quantitative method among 250 people as International University Students. The data is collected through questionnaire, which is adapted from key paper for appropriate in Vietnam.
Originality/value – The mainstream of literature on brand switching uses simple models to spell out consumer behavior. This scholar is the primary effort to establish a comprehensive model that considers the characteristics of high technology products and how they shape consumer behavior during the decision-making procedure in Ho Chi Minh City.
Keywords: brand switching, switching intention, smartphone industry, perceived usefulness, perceived ease of use, theory of planned behavior, consumer acceptance of technology, smartphone, Ho Chi Minh City. | en_US |
