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

• Tipo: Artigo em Livro de Atas de Conferência Internacional
• Data: 2013

Autores

coelho, dc (Autor) Outra; Raquel Meneses (Autor) FEP; moreira, mra (Autor) FEP

Ata de Conferência Internacional

Título: EXPLORING SERVICES SCIENCE, IESS 2013

Páginas: 313-321

4th International Conferences on Exploring Service Science

Porto, PORTUGAL, FEB 07-08, 2013

Indexação

ISI Web of Knowledge - 5 Citações

Scopus - 8 Citações

Classificação Científica

FOS: Ciências exactas e naturais > Ciências da computação e da informação

Outras Informações

ID Authenticus: 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 9