This study employs a regression analysis to analyze the relationship between purchase decision factors and repurchase intention for a smartphone. Purchase decision factors significant relationship with repurchase intention are “brand preference”, “reference groups”, “price reasonableness”, “interface and operation”, and “memory and battery life”, and these purchase decision factors are positively related to repurchase intention. Using a binary logistic regression analysis to investigate brand transference, we find that only factor “interface and operation” significantly influences brand transference, where the odds ratio is 0.712. Because the odds ratio is less than 1, it indicates that when “interface and operation” is simpler, the odds of purchasing a different brand of smartphone will be lower next time.