Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors

Muhammad Tanveer, Harsandaldeep Kaur, George Thomas, Haider Mahmood (), Mandakini Paruthi and Zhang Yu
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Muhammad Tanveer: Prince Sultan University, Riyadh 11586, Saudi Arabia
Harsandaldeep Kaur: School of Financial Studies, Guru Nanak Dev University, Amritsar 143005, India
George Thomas: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia
Mandakini Paruthi: School of Management Studies, Chaitanya Bharathi Institute of Technology, Hyderabad 500075, India
Zhang Yu: School of Economics and Management, Chang’an University, Xi’an 710054, China

Sustainability, 2021, vol. 13, issue 19, 1-18

Abstract: Owing to the novelty and dynamism of mobile phone shopping behavior of adults within the context of contemporary social, technological, and market norms necessitated the need to study this phenomenon frequently. In the same league, there is a pressing need to empirically examine the mobile shopping behavior of young adults in Pakistan. This paper examines the factors influencing mobile phone shopping behavior within the context of young adults in Pakistan. First, a questionnaire-based survey consisting of a five-point Likert scale was conducted. A total of 416 respondents provided their complete responses. Then, we employed the structural equation modeling (SEM) model using AMOS 24 to empirically test the hypothesized model. The empirical results revealed that price and attractiveness positively influence mobile phone buying behavior among young adults in Pakistan. On the other hand, Service Encounter, Convenience, Avoidance of Core Service Failure, and Response have negative but statistically insignificant influences on mobile phone buying behavior in Pakistan. This finding revealed that the mobile shopping behavior of young Pakistani adults is predominantly influenced by the price of mobile phones and their attractiveness. Therefore, it is highly recommended that companies need to offer affordable mobile phone prices. Additionally, the attractiveness of the mobile phone needs to be maintained at competitive prices.

Keywords: shopping behaviors; price; attractiveness; service encounter; convenience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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