Analyzing Customer Pre-Purchase Preference as a Determinant Factor Affecting a Brand’s Performance in the Phone Industry

Q4 Business, Management and Accounting

Restaurant Business Pub Date : 2019-11-14 DOI:10.26643/rb.v118i11.11076

Gusti Dewi Puspita Sari, M. Firdaus

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Abstract

This research aims at examining and analyzing the factors impacting on preferences for personal information in the smartphone pre-purchase process. The factors are product knowledge, perceived risk, need for cognition, self-confidence, and informational susceptibility to interpersonal influence. The study also seeks to examine and analyze the impact of product knowledge on perceived risk, and the impact of self-confidence on informational susceptibility on interpersonal influence. Data in this study was collected by questionnaire. Applying non-probability convenience sampling, the study is conducted on 150 Banjarmasin citizens. The hypotheses are tested using the Structural Equation Model (SEM) technique by AMOS 18. The results indicate that customer relative preference for interpersonal information search is significantly influenced by consumers’ product knowledge, need for cognition, self-confidence, and informational susceptibility to interpersonal influence. Consumer’s product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Consumer’s self-confidence also did not affect their informational susceptibility to interpersonal influence.

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手机行业消费者购前偏好作为影响品牌绩效的决定因素分析

本研究旨在检验和分析智能手机预购过程中影响个人信息偏好的因素。这些因素包括产品知识、感知风险、认知需求、自信心以及对人际影响的信息敏感性。本研究还试图检验和分析产品知识对感知风险的影响，以及自信对信息易感性对人际影响的影响。本研究采用问卷调查法收集数据。采用非概率方便抽样法，对150名班贾马辛市民进行了研究。AMOS 18使用结构方程模型（SEM）技术对这些假设进行了测试。结果表明，消费者对人际信息搜索的相对偏好受消费者的产品知识、认知需求、自信心以及对人际影响的信息易感性的显著影响。消费者的产品知识也影响了他们的感知风险，而这并没有显著影响他们对人际搜索的偏好。消费者的自信心也不影响他们对人际影响的信息敏感性。

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Restaurant Business Business, Management and Accounting-Tourism, Leisure and Hospitality Management

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期刊介绍： Restaurant Business is the leading media brand in the commercial foodservice industry, with a focus on entrepreneurship, innovation and growth. Restaurant Business understands the new state of media like no other, recognizing the importance and nuances of each, and helping you retrieve the information you need, wherever, whenever. Each product of Restaurant Business concisely shows growth-minded restaurateurs how to capitalize on trends, new concepts, changes in consumer tastes, new purchasing strategies and peers’ best practices. Our editors track ideas and trends as they develop within key channel segments including high-volume independents, multiunit operators, emerging chains and the top 100 chains, plus their top franchisees.