Ajoy Dhar1* and Bablu Kumar Dhar2
1Business School, Yangzhou University, Jiangsu, China and 2Department of Economics, Yantai University, China.
*Correspondence: ajoy225@outlook.com (Ajoy Dhar, Business School, Yangzhou University, Jiangsu, China).
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ABSTRACT
The research intended to find out the purchase intention of smartphones from China of the young customer in Bangladesh. The research is the first attempt to find out the purchase intention of smartphones from China of young consumers in Bangladesh. The study focused on the young generation of Bangladesh basically. Hence, the study will concentrate on more than 200 university and college students in Bangladesh. The focus of the study is on behavioral intention to purchase smartphones and factors influencing purchasing intention. The development of the framework emerged from the discussion in the literature about the concepts of behavioral intention to purchase smartphones. The research follows the Theory of Planned Behavior (TPB). The data and information collected are transferred into the entry template using statistical packages for social science. The study found that perceived usefulness or attitude, subjective norms, perceived behavioral control, trust of quality, and brand goodwill of consumers significantly influence the purchase intention and behavior of purchasing smartphones from China of young consumers in Bangladesh. Moreover, purchase intention has a direct effect and mediating effect on perceived usefulness or attitude, subjective norms, perceived behavioral control, trust, and behavior of purchasing smartphones from China of young consumers in Bangladesh.
Keywords: Theory of Planned Behavior, Smartphone, China, Young Consumers, and Bangladesh.
Citation: Dhar A., and Dhar BK. (2022). Purchase intention of smartphones from China of young consumers in Bangladesh based on theory of planned behavior, Int. J. Manag. Account. 4(6), 104-116.
https://doi.org/10.34104/ijma.022.0010400116
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