An empirical study on the factors impacting Chinese customers purchasing intention on samsung smart phones

摘要

Samsung smart phones as the global leading brand has been gaining amazing achievements in global market. However, Samsung has encountered serious frustration in Chinese market which behaved as the continual dropping of market share since 2014. This study used an empirical way to examine the factors impacting Chinese customers purchase intention on Samsung smart phones including country-of-origin image, corporate image, brand image and face-saving consuming based on the TRA theory. The findings indicated that the positive Korea country-of-origin image, positive corporate image and brand image devoted to a positive brand attitude from Chinese customers; the factor of face-saving consuming proved insignificant to lead to a positive brand attitude. Meanwhile, the correlation between brand image and purchase intention is not strong enough which indicated that the weak bran image of Samsung smart phones greatly impacted its sales in Chinese market.