Paper Title
Investigating The Factorsaffecting Purchase Intension On Smarphone In Chinese Market

Abstract
In order to survive in nowadays highly competitive smartphone market, companies realize that to win the competition in this market not only provide newest technology in your product. They need try to understand what customers really care about their products. What are the main factors could affect customer buying decision and how important of each factors. Consumer�s personality plays a direct and influential role in consumer behavior. Attitude study is important for the smartphone company because it affects consumer�s selective processes, and buying behavior. Understand consumer�s personality may help Technology Company to get a better picture on both present and potential markets. This paper has explored the relationship between the personality factors and other three factors which are importantly affecting customer purchase intention on smartphone market. In this research there are seven different variables, which are Consumer Innovativeness, Consumer Materialism, Cognitive Personality Factors, social influence, brand, product price and purchase intension. The results may reveal how each individual customer influence by the different factors when they try to purchase a smartphone and how important of each factors for different personality factors groups customers. Key Words- Personality, Smartphone, Purchase intension, social influence, brand, product price