Research Question

Literature Review

Questionnaire

1. What will prompt consumers’ desire to purchase smartphones?

2-1 Consumer Behavior & Consumer Purchasing Decision Models (EKB Model; Kotler Model)-External elements

7 - 16

2. What internal factors will affect the purchasing decision of smartphone consumers?

2-2 Determinant of Purchasing Decision

Product Prices

Product Function

Product Appearance

Social Influence

Brand Awareness

17 - 18

19 - 22

23 - 25

26 - 28

29

3. How does brand relationship quality influence customers’ purchasing behavior?

2-3 Brand Relationship Quality

Brand Experience

Service Quality

Brand Trust

Brand Satisfaction

Brand Commitment

Repurchase Intention

30 - 31

32 - 34

35 - 37

38 - 39

40

41 - 42