Overspending on smartphone purchases among Swedish young adults

Perception of the purchase budget (BGT) and purchase intention in smartphone selling industry: A cross-country analysis

“…Therefore, in the marketing literature, the budget is understood as a sum allocated from revenue ready to be utilized to purchase a product or service [ 7 ]. In the smartphone purchase setting, [ 8 ] defines the budget as a financial plan enabling consumers to evaluate alternative offers according to customer needs and product affordability. The budget thus imposes choice and expense obligations according to the product’s affordability.…”

“…TPB has been used to explain various choice behaviours in several fields, i.e., tourism, service quality, and banking [ 29 ]. [ 8 ] pointed out that since consumers may be sensitive to price due to their purchasing capability, focusing on their budget plan is imperative because it allows them to evaluate alternatives and significantly affect customers’ purchase intentions. That being so, in the smartphone industry, brands, sellers, and resellers need to pay attention to the customer’s budget, as it can be relevant to customer purchase intention [ 7 ].…”

“…However, prices are seen to be one of the main variables that might prompt customer responses. In these conditions, given that the product price is an attribute that online sellers offer according to their profit, potential customers may be more or less sensitive to the price [ 8 ]. This sensitivity may be stemmed from potential customers’ purchasing capability.…”

“…To answer this worry, some researchers proposed that e-sellers and brands include customer purchase budgets in their selling strategies [ 7 ]. These scholars think it could be a great strategy to attract more customers and accomplish sales goals while meeting customer needs [ 8 ]. However, these scholars did not precise what aspect of customer purchase budget should be considered.…”

What matters for international consumers’ choice preferences for smartphones: Evidence from a cross-border ecommerce platform

“…Considering price in product evaluation generally contributes to making a good choice [ 48 ]. Therefore, consumers tend to be more satisfied when their economic situation matches the product price [ 26 , 49 , 50 ]. Lim et al [ 50 ] pointed out that since consumers may be sensitive to price due to their purchasing capability, focusing on factors that influence price perception is imperative because it allows them to evaluate alternatives and significantly affects customers’ purchase and choice preferences.…”