Smartphone dependency and its impact on purchase behavior

Harun, Amran and Liew, Toh Soon and Mohd Kassim, Abdul Wahid and Sulong, Rini Suryati (2015) Smartphone dependency and its impact on purchase behavior. Asian Social Science Journal, 11 (26). pp. 196-211. ISSN 19112025

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Official URL: http://dx.doi.org/10.5539/ass.v11n26p196

Abstract

People nowadays seem to become dependent towards smartphone due to its convenience, great camera features, easy applications’ installations, and more importantly, it can do most of the computer functions on the go. Significantly, smartphone usage in Malaysia is growing enormously and has become a significant and lucrative industry. This study aims to understand the antecedents and the outcome of the smartphone dependency among smartphone consumers. Two theories - the theory of uses and gratification and the media dependency theorywere used as the theoretical basis for this study, in order to determine the motivations to use a smartphone and to define dependency and its outcome. The antecedent variables were convenience, social need and social influence; and all of these dimensions are conceptualized as one-dimensional. The outcome of dependency on smartphones was expected to be the purchase behavior. Data analyses were based on 226 valid questionnaires that were collected among smartphone users. The result from the Confirmatory Factor Analysis of Partial Least Square (PLS) shows that only social needs and social influence significantly influenced the smartphone dependency among consumers, therefore indicating that these two factors are important to influence dependency on the smartphone. In addition, the analysis also verifies that the purchase behavior is the outcome of the dependency on the smartphone. Based on these results, marketers could focus on creating dependency among consumers on smartphone usage based on the consumers’ social need, which eventually will promote future purchase behavior in the long run. More importantly, understanding social influences as antecedents

Item Type:Article
Uncontrolled Keywords:dependency on smartphone; purchase behavior; theory of uses and gratification; theory of media dependency
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD45-45.2 Technological innovations. Automation
Divisions:Faculty of Technology Management and Business > Department of Technology Management
ID Code:9350
Deposited By:Mr. Mohammad Shaifulrip Ithnin
Deposited On:25 Oct 2017 16:10
Last Modified:25 Oct 2017 16:10

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