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Advisor(s)
Abstract(s)
É evidente afirmar que a tecnologia móvel tem ocupado um papel muito
importante na forma como o mundo comunica, quer a título pessoal como no
mundo de trabalho. Os smartphones têm vindo a diminuir, cada vez mais, a
dependência das pessoas para utilizarem computadores, uma vez que estes
dispositivos são capazes de permitir aos seus utilizadores fazerem praticamente
tudo o que necessitam sem recorrerem aos computadores, substituindo-os deste
modo. Por esta e outras razões, hoje-em-dia as pessoas compram cada vez mais
estes dispositivos. No entanto, o processo de decisão de compra de um
smartphone conta com diversos factores.
O principal objectivo deste estudo é explorar os atributos e factores que afectam
a intenção de compra dos consumidores aquando da escolha e compra de um
smartphone. Os factores que influenciam tais decisões incluem as características
do produto, a marca, preço e influências sociais. Adicionalmente, a preferência
dos consumidores quanto às especificações dos smartphones como o design, o
sistema operativo, internet e conectividade e a velocidade são igualmente
examinadas. Os dados para este estudo foram recolhidos através de um
questionário realizado online a 187 inquiridos, de idades compreendidas entre
os 17 e os 35 anos. Com o apoio do programa SPSS (Statistical Package for the
Social Sciences) foi-nos possível obter resultados que permitem concluir quais
os atributos explícitos que os consumidores mais referem nas razões para a
escolha de um smartphone, quais os atributos que consideram fundamentais
nesses dispositivos, assim como outras conclusões relevantes.
It is evident to state that mobile technology has been playing a very important role in the way the World communicates, either at a personal level or in a working environment. Smartphones have been decreasing even more people’s dependency on computers, once these devices are capable of allowing it’s users to do almost anything they need without recurring computers, replacing them this way. For this and other reasons people buy more and more these devices nowadays. Nevertheless the decision process on buying a smartphone involves various factors. The main purpose of this study is to explore the attributes and factors that affect consumers purchase intention when choosing and buying a smartphone. Such factors include product characteristics, its brand, price and social influences. Additionally consumer’s preferences regarding smartphones specifications as design, operating system, internet, connectivity and speed are also analyzed. Data for this study has been collected through an online questionnaire conducted to 187 respondents, with ages comprehended between 17 and 35 years old. With support from SPSS (Statistical Package for the Social Sciences) program, it was possible to obtain results that allow us to conclude which are the explicit attributes that consumers point out the most when choosing a smartphone, which attributes they consider fundamental on these devices as well as other relevant conclusions. This study aims to contribute as much for future academic studies, as for smartphones producers and its applications developers.
It is evident to state that mobile technology has been playing a very important role in the way the World communicates, either at a personal level or in a working environment. Smartphones have been decreasing even more people’s dependency on computers, once these devices are capable of allowing it’s users to do almost anything they need without recurring computers, replacing them this way. For this and other reasons people buy more and more these devices nowadays. Nevertheless the decision process on buying a smartphone involves various factors. The main purpose of this study is to explore the attributes and factors that affect consumers purchase intention when choosing and buying a smartphone. Such factors include product characteristics, its brand, price and social influences. Additionally consumer’s preferences regarding smartphones specifications as design, operating system, internet, connectivity and speed are also analyzed. Data for this study has been collected through an online questionnaire conducted to 187 respondents, with ages comprehended between 17 and 35 years old. With support from SPSS (Statistical Package for the Social Sciences) program, it was possible to obtain results that allow us to conclude which are the explicit attributes that consumers point out the most when choosing a smartphone, which attributes they consider fundamental on these devices as well as other relevant conclusions. This study aims to contribute as much for future academic studies, as for smartphones producers and its applications developers.
Description
Keywords
Smartphone Geração Y Atributos explícitos e implícitos Influências sociais Intenção de compra Y generation Explicit and implicit attributes Social influences Buying intention