Notebook Computer Brand Choice Intention and Use Behavior of College Students Majoring in Computer Science in Chengdu, Sichuan, China

Abstract

Abstract

       This study investigates key factors influencing of notebook computer brand choice intention and use behavior among computer science major students in Chengdu, Sichuan, China. Perceived ease of use, perceived usefulness, behavioral intention, and use behavior were associated in a conceptual framework. The researchers used a quantitative approach for survey distribution to 878 participants. The sampling techniques involved the multi-stage sampling techniques of probability sampling, namely random sampling and stratified sampling to collect data. Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test were approved prior to the data collection period. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to test models’ goodness of fit, validity, and reliability. The results reveal that perceived usefulness has the strongest significant impact on behavioral intention, followed by perceived ease of use. Furthermore, behavioral intention strongly and significantly influences the use behavior. The findings indicate that using notebook computer brands has gained potential and popularity among students majoring in computer science in Chengdu and Sichuan districts, for learning effectiveness. Therefore, computer brand companies may need to prepare a variety of notebooks with appropriate design and technical specifications for students in computer science in support of their learning performance.

Keywords: perceived ease of use, perceived usefulness, behavioral intention, use behavior, notebook computer brand intention