This study investigates the factors that influence the purchase intention of smartphones in Hong Kong, including perceived usefulness, perceived ease of use, perceived enjoyment, perceived value, subjective norms and external influence. A sample of 150 full-time secondary and undergraduate students in Hong Kong was selected for the survey regarding purchase intention with smart mobile phones. The results of statistical analysis showed that four factors that have a significant influence on purchase intention include perceived usefulness, perceived ease of use, perceived enjoyment, and perceived value. Hence, industry practitioners in the smartphone industry can consider these factors to assess and help improve their sales.