The purpose of this study was to find out (1) for smart phone users how smartphone product characteristics affect user's satisfaction and how user's satisfaction affects the purchase intentions; (2) for the Chinese smartphone users and potential users to buy smartphone provide important information.; (3) for future smartphone manufacturers, operators, application and software development companies to enter the Chinese market and expand market share, providing valuable information. In the theoretical background part, we will in detail the smartphone's inside and outside characteristic(function, application, design, brand, fashion), consumers' satisfaction, purchase intention, basing on which we will make 11 hypotheses. To prove these hypotheses, we performed questionnaire investigation in Beijing. Majority of the respondents have been chosen deliberately from the people who have the experience of using smartphone and want to buy a smart phone, and the investigation lasted from 20 April to 10 May 2013. In order to analyze the smartphone selection behaviors of consumers, and the impacts of marketing impulse variables and characteristic variables of consumes on the satisfaction level of consumers and final data of 178 samples were analyzed by using SPSS program. Main analysis and frequency analysis has been taken on these collected data, and Cronbach's α method is used to make reliability analysis. To find out smartphone's inside and outside Characteristics on consumers' satisfaction level and purchasing intention, we made simple regression analysis and multiple regression analysis respectively. The results of this study are as follows. First, in terms of the level of consumer satisfaction in accordance with consumer characteristic variables, Function, application, brand, design, fashion, all played a key role in the level of consumers satisfaction. Second, typically biased on certain characteristics of the product and these characteristics for the product to affect consumer perception is intellectual. In particular, a very important intrinsic characteristics used as proxy indicators of judgment, because the study of intrinsic properties is very important. And with the increases of Chinese consumers customer satisfaction on smartphone, there is a significant impact on purchase intention of smartphone. Third, according to the analysis of demographic characteristics variable, gender has an impact on the fashion between consumers. Because the sensitivity of men and women are different on the fashion, the results are also different. Age for design and fashion also has difference between the consumers. Young people seems to be more interested in the appearance of a smartphone for the trend of fashion than old people. Education also has impact on fashion and Function. Career have an impact on consumers purchase on the smartphone, and we can see the difference between different career. Maybe it is because Consumers according to different jobs required for different smart phone functions. Income also shows the impact on fashion.