This study examined the influence of University students' innovativeness and the technology product characteristics toward their intention of purchasing new smartphones by utilizing the theory of Domain-Specific Innovativeness (DSI). Data collection was done by distributing an online questionnaire. There were 156 responses collected from University students in Indonesia. The data were analyzed by using Smart-PLS version 3. The finding discovered that relative advantage had the strongest influence on purchase intention. Meanwhile, Product-Possessing Innovativeness (PPI) had a great influence on the social image. This also revealed a strong relationship between students' Information-Possessing Innovativeness (IPI) and their attraction of aesthetic products. Later, discussion of the results and its practical implications presented.