Title Page
Contents
국문초록 10
Abstract 11
I. INTRODUCTION 13
(1) Background of study 13
(2) Problem statement 14
(3) Significance of the study 15
II. LITERATURE REVIEW 16
1. Independent variables 16
(1) Advertising appeal 16
(2) Price perception 17
(3) Usability 18
(4) Brand Image 18
2. Dependent Variables 19
(1) Purchase Intention 19
3. Moderating effect of Regulatory Focus 20
4. Conceptual framework 22
5. Summary of smartphone market in Cameroon 23
6. Other Factors that influence smartphone purchase intention 24
(1) Social Influence 24
(2) Product Sacrifice 25
III. RESEARCH QUESTIONS, OBJECTIVES AND HYPOTHESES 26
(1) Research questions 26
(2) Research Objectives 26
(3) Hypotheses 27
IV. METHODOLOGY 29
(1) Introduction 29
(2) Research Philosophy 29
(3) Research Approach 29
(4) Research Design 29
(5) Sampling 30
(6) Questionnaire 30
(7) Data Collection 30
(8) Ethical Consideration 31
(9) Methodological Limitations 31
V. DATA ANALYSIS AND FINDINGS 32
(1) Introduction 32
(2) Socio-demographic characteristics 32
(3) Reliability analysis 39
(4) Confirmatory factor analysis 41
(5) Correlation analysis 43
(6) Regression analysis 46
VI. Conclusion and implication 58
(1) Conclusion 58
(2) Implications 59
(3) Limitation 60
References 62
Appendix 65
[Table 5-1] Demographic characteristics 34
[Table 5-2] results of demographic characteristics 35
[Table 5-3] The characteristics of participants' own brand 36
[Table 5-4] Motivating factors that influenced consumers to buy their current smartphone 37
[Table 5-5] displays the brand that participants' intent to buy 38
[Table 5-6] displays where the participants get the information about smartphone to purchase 39
[Table 5-7] displays the results of descriptive statistics and reliability 40
[Table 5-8] Convergent validity 42
[Table 5-9] Correlation analysis 45
[Table 5-10] The influence of price perception on purchase intention 46
[Table 5-11] The influence of advertising appeal on purchase intention 47
[Table 5-12] The influence of brand image on purchase intention 48
[Table 5-13] The influence of usability on purchase intention 49
[Table 5-14] The moderating effect of regulatory focus on the relationship between price perception and purchase intention 50
[Table 5-15] The moderating effect of regulatory focus on the relationship between advertising appeal and purchase intention 52
[Table 5-16] The moderating effect of regulatory focus on the relationship between brand image and purchase intention 54
[Table 5-17] The moderating effect of regulatory focus on the relationship between usability and purchase intention 56
[Figure 1] Conceptual framework 23
[Figure 2] The moderating effect of regulatory focus on the relationship between price perception and purchase intention 51
[Figure 3] The moderating effect of regulatory focus on the relationship between advertising appeal and purchase intention 53
[Figure 4] The moderating effect of regulatory focus on the relationship between brand image and purchase intention 55
[Figure 5] The moderating effect of regulatory focus on the relationship between usability and purchase intention 57