Intenção de compra de smartphones por estudantes universitários: uma análise à luz da teoria do comportamento planejado

Abstract

The objective of this work was to identify which aspects influence university students’ attitudes and intentions to purchase a smartphone in light of the theory of planned behavior. To this end, a survey was carried out with higher education students, and the collected data was analyzed using descriptive statistics. The results indicated that subjective norms influence purchase intention more than attitude. This can be explained by the fact that there is a lot of social influence among young people. It was seen that young people who were not satisfied with their current devices had more purchase intentions, which was already expected. It is concluded that young people have a positive attitude towards purchasing smartphones, however, they are not always satisfied with what they can access. Implications are highlighted.