Technology Acceptance and Brand Awareness Affecting Chinese Consumers Purchasing Decisions for Chinese Smartphones in Chengdu City

Abstract

The objectives of this independent study were: 1) to study the level of opinions regarding technology acceptance, brand awareness, and decisions to purchase Chinese smartphones from Chinese consumers in Chengdu City; and 2) to study technology acceptance and brand awareness that affect Chinese consumers' purchasing decisions for Chinese smartphones in Chengdu City. The sample group consisted of 384 male and female Chinese consumers aged 20 years and over who resided in Chengdu City, Sichuan Province, People's Republic of China. The research instrument was an online questionnaire. Descriptive Statistics, Inferential Statistics, and Multiple Regression with the Enter method were used to analyze the data.

Two research results are shown accordingly. 1) Opinions on technology acceptance and brand awareness of Chinese smartphones by Chinese consumers in Chengdu city are at a moderate level. The consumers agree with a trustworthy image and applications on Chinese smartphones that can comply with Chinese law. A high level of decision-making in purchasing came from recommendations from their acquaintances who were previously satisfied using Chinese smartphones. 2) The acceptance of technology and brand awareness that affect Chinese consumers' purchasing decisions for Chinese smartphones in Chengdu city is statistically significant at the 0.01 level.