The smartphones market in the Philippines grew the fastest among Southeast Asian countries over the past year, which also recorded the fastest increase in market share versus feature phones. Most of the mobile phones nowadays are addressed as Smartphone; because they just not only provide original telephone features, but also various functions that can be done with other devices, such as PDAs or computers.
Along with the smartphone fundamental capabilities to make voice call, video call, SMS, and MMS, smartphone have been repositioned as a ? new information medium (May & Hearn, 2005). These new functions make smartphones different from regular feature phones. Therefore, the society has slowly moved their cell phone purchasing decision to smartphone (Min, et al. , 2012). Smartphone technology is inevitably changing peoples behaviors; especially young adults using smartphone frequently today.
CourseSmart, which is the worlds largest provider of digital course materials and eTextbooks, found that university students cant go long without checking their digital devices, including smartphone, laptop and more (CourseSmart, 2011) University students are very in to checking their accounts in Facebook, Twitter, Instagram, or even sending emails etc. using smartphone with their web connection feature.
Today, students are using their smartphones for nearly everything and they consume mobile information almost everywhere that allows them. Therefore, consumers are highly concern with technologies that they might change their devices from time to time. In other words, due to the advancement of technology devices can be easily replaced. Hence, for the smartphone manufacturers it is essential to know what factors that actually affecting purchase intention of smartphone among young adults.