Factors Affecting Customer Purchase Intention in Smart Phone Industry of Pakistan

Abstract

The study aims to determine the influence of consumer values (i.e. social value, emotional value, functional value) and brand identification on brand loyalty. The data was collected through a survey questionnaire spreading among customers using smartphones from Karachi, Pakistan. A total of 312 sample data were analyzed and delivered statistical results by developed hypotheses. SmartPLS SEM and SPSS were used to test the hypotheses. The study found a positive and significant relationship between consumer values, brand identification, loyalty, and purchase intention. The study found brand loyalty mediates the relationship between functional, social value and brand identification, and intention of purchase except for emotional value. The study results recommend that marketers would analyze and focus on the customer's emotional values more as it influences the decision-making behavior and intention to buy the smartphone of the customer in order to get a better return on investments in marketing promotions.

Antecedents of mobile device purchase intention by mobile gamers

“…As such, mobile gamers’ purchase behavior regarding mobile device purchases may be influenced by varied factors which are different from nonmobile gamers (Azzari and Pelissari, 2020; Balakrishnan and Griffiths, 2018; Bringula et al , 2018; Mohammed, 2018; Nazam et al , 2019; Lydekaityte and Tambo, 2020). It is possible to suggest from previous research (Shukla and Drennan, 2018; Konuk, 2018; Graciola et al , 2018; Sharma and Klein, 2020) that identification with the gamer group, price–quality relationship and perceived quality tend to impact mobile device purchase intention by mobile gamers.…”

“…They identified the relationship between loyalty and game addiction with purchase intention within mobile gaming. Nazam et al (2019) identified that product features, packaging, sophistication and sustainability have a direct relationship with the purchase intention for mobile devices. Mohammed (2018) identified that payment options and social influence positively impact the purchase intention of generation Z consumers.…”