摘要：Considering the increase in smartphones,it becomes important to understand why peo_x005f_x005f_x0002_ple buy them.The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases.The study made use of a qualitative research paradigm.Focus group interviews were selected as the method of data collection.Focus group members ranged from seven to ten.A total of 81 (N = 81) South African Generation Y were inter?viewed.The findings indicate that Generation Y consider quality and technical features when buying smartphones.Additionally,this study also observed that this cohort is sta?tus conscious and easily influenced by their friends when making purchase decisions.
关键词：Considering the increase in smartphones,it becomes important to understand why peo_x005f_x005f_x0002_ple buy them.The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases.The study made use of a qualitative research paradigm.Focus group interviews were selected as the method of data collection.Focus group members ranged from seven to ten.A total of 81 (N = 81) South African Generation Y were inter?viewed.The findings indicate that Generation Y consider quality and technical features when buying smartphones.Additionally,this study also observed that this cohort is sta?tus conscious and easily influenced by their friends when making purchase decisions.
