Factors Influencing Purchase Intention of Private Label Products: The Case of Smartphones

• Type: Article in International Conference Proceedings Book
• Date: 2013

Authors

coelho, dc (Author) Other; Raquel Meneses (Author) FEP; moreira, mra (Author) FEP

Conference proceedings International

Title: EXPLORING SERVICES SCIENCE, IESS 2013

Pages: 313-321

4th International Conferences on Exploring Service Science

Porto, PORTUGAL, FEB 07-08, 2013

Indexing

ISI Web of Knowledge - 5 Citations

Scopus - 8 Citations

Scientific classification

FOS: Natural sciences > Computer and information sciences

Other information

Authenticus ID: P-008-98R

DOI: 10.1007/978-3-642-36356-6_25

Abstract (EN): A growth of the market share of private label brands has been observed in developed countries. This growth was initially confirmed for food and drugstore categories, but it quickly expanded to new product categories, particularly technology products. This study focus on a specific technology segment - the private label brands in smartphones, due to the growth observed in its demand, in recent years. In this context, we analyzed and studied the smartphone market and consumer, and examine the factors influencing purchase intention of private label smartphones. The literature review on private label technological products proved to be scarce, which raised a challenge in exploring the main differences among factors influencing purchase intention for this specific product category. In this study, through the development and application of an analytical model, we test a set of variables that resulted from the literature review, which could potentially influence the purchase intention of smartphones. We applied a questionnaire to a study population, and recorded 339 valid answers. The results were estimated in accordance with the Structural Equation Model. Our analysis highlights the importance given to technology by consumers, as well as price and quality. This study also revealed the importance of private label brands in a market which has as yet been underexplored.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 9