Product features, brand name, product price and social influence SEM

What is it about?

The study aims to examine structural relationships of product features, brand name, product price and social influence with demand for Smartphones among Malaysian students’. Empirical results via SEM divulged that brand name and social influence have an effect on the increasing demand for Smartphones among Malaysian students. The first is confirmed as the most influential factor, followed by the latter. This is according to standardised path coefficients and their statistical signicance.

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Why is it important?

The study aims to examine structural relationships of product features, brand name, product price and social influence with demand for Smartphones among Malaysian students’. Empirical results via SEM divulged that brand name and social influence have an effect on the increasing demand for Smartphones among Malaysian students. The first is confirmed as the most influential factor, followed by the latter. This is according to standardised path coefficients and their statistical significance. Smartphone providers, manufacturers, application developers and programmers should improve the current ability and performance of Smartphones by upgrading hardware and software driven services for better user interaction and engagement in order to be marketable and sustainable in meeting consumer unlimited needs and wants. They should also emphasize their brand name in advertising to be well positioned in consumers’ minds when making the decision to purchase and own a Smartphone. Positive viral marketing spread via social networking sites could help Smartphone providers to strengthen the competitive advantage of their product brands. The attractiveness of the message content of the advertisement on the social networking sites could improve marketing strategies of the Smartphone brand.

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