| abstract |
| Background Smartphones are perceived as important tools not only for information and communication, but also for advertising. Recently, the competition in the smartphone market is focusing on the foldable phone design. The purpose of this research is to analyze the differences in the adoption factors of smartphone designs and the influence of adoption factors on purchase intention.
Methods In this study, the foldable and bendable types were selected as representative smartphone designs, followed by a survey conducted among 199 respondents. A t-test was used to compare the differences between the two types of smartphone designs. Moreover, the influence of adoption factors of smartphone designs on purchase intention was investigated through a regression analysis.
Result The foldable type was higher in terms of usefulness, compared to the bendable type. However, there was no difference in playfulness. Furthermore, the bendable type was found to be higher than the foldable type in conspicuous consumption and convenience. In general, the purchase intention was higher for the bendable type compared to the foldable type. Regarding the influence on purchase intention, conspicuous consumption was the highest, followed by convenience, usefulness, and playfulness.
Conclusion This study explains that conspicuous consumption is the most important factor that influences the choice of smartphone designs. Accordingly, the purchase intention was higher for the bendable type, which was high in conspicuous consumption and convenience, compared to the foldable type. This implies that smartphones are tools which symbolize users' innovativeness and image. |
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| Key Words |
| 스마트폰 디자인, 수용요인, 과시소비성향, Smartphone design, Adoption factor, Conspicuous consumption |
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