Decision Factors in Buying Smartphones in the Segment of Mexican Students

Purpose - This study aims to analyze planned behavior theory (PBT) of in the female segment of students to identify variables that influence the decision to acquire an intelligent telephone.Methodology - The study was applied to 384 students of the University of Guadalajara, performing statistical analysis using SPSS, and to determine the feasibility of the Cronbach' s Alpha. The questionnaire was validated with Exploratory Factor Analysis with the factorization method and maximum likelihood method Rotation is using the Varimax. Bartlett's Sphericity Test and Kaiser Meyer Olkin's (KMO) Measure were performed. Structural equation model with EQS was chosen to test the reliability of planned behavior models and model values. The questionnaire is based on two previous studies; the first one was developed by Linan and Chen (2009) and adjusted with the second tool to contrast, by Cornelius, Gallani, Godin, Rodrigues, and Nadruz (2009).Originality/value – PBT, Ajzen (1985) defines intention in terms of trying to engage in a particular behavior in relation to the current behavior. Is that when trying to modify a behavior is experiencing another intention. (PBT), (Schifter and Ajzen, 1985) contains several variables that influence behavioral intention, and these are: attitude, subjective norm and perceived control.Practical implications – In Mexico there are no studies that have applied PBT, so that the results can be very valuable for the development of business strategies. Being able to identify factors that influence the final decision making, provides a tool for reducing both costs and effort and makes accurate decisions. A good application of the PBT favors business competitiveness