A Study on the Effects of Switch Intention on Customer Attribution: the Case of the Galaxy, Xiaomi and Brand Type

This study includes a survey conducted by an entrusted internet research agency among smart-phone users of Samsung Galaxy which aims to secure its market share in the Chinese smart-phone market as well as the global market and Xiaomi that is taking the lead of the Chinese smart-phone market in order to examine the effect of monetary value, non-monetary value, user satisfaction, product trust, information reliability, attachment, commitment, and brand types on switch intention.The analysis results are as follows: First, among the 7 attributes indicating the switch intention of Galaxy users, it turned out that non-monetary value, product trust, and commitment were statistically significant at the significance level of while the rest were statistically insignificant at the significance level of .Second, among the 7 attributes indicating the switch intention of Xiaomi users, it turned out that user satisfaction, product trust, and commitment were statistically significant at the significance level of while the rest were statistically insignificant at the significance level of .Lastly, among the 8 attributes indicating the switch intention of the general users, it turned out that user satisfaction, product trust, commitment and brand types were statistically insignificant at the significance level of while the rest were statistically insignificant at the significance level of .If enterprises that intend to release smart-phones in the Chinese smart-phone market need primary data for the establishment of marketing strategies differentiated from those of competitors, it is expected that these findings will be useful, which is the significance of this study.