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

Author

Listed:
  • 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)

  • Haider Mahmood

    (Department of Finance, College of Business Administration, Prince Sattam Bin Abdulaziz University, Al-Kharj 16278, 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
    Department of Business Administration, ILMA University, Karachi 75190, Pakistan)

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.

Suggested Citation

  • Muhammad Tanveer & Harsandaldeep Kaur & George Thomas & Haider Mahmood & Mandakini Paruthi & Zhang Yu, 2021. "Mobile Phone Buying Decisions among Young Adults: An Empirical Study of Influencing Factors," Sustainability, MDPI, vol. 13(19), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10705-:d:643902
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    Cited by:

    1. Ang Li & Bo Li & Xia Liu & Ying Zhang & Haiyan Zhang & Xuyang Lei & Suxia Hou & Bin Lu, 2022. "Characteristics and Dynamics of University Students’ Awareness of Retired Mobile Phones in China," Sustainability, MDPI, vol. 14(17), pages 1-14, August.
    2. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    3. Chao Gu & Tingting Huang & Wei Wei & Chun Yang & Jiangjie Chen & Wei Miao & Shuyuan Lin & Hanchu Sun & Jie Sun, 2023. "The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations," Agriculture, MDPI, vol. 13(2), pages 1-35, January.

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    More about this item

    Keywords

    shopping behaviors; price; attractiveness; service encounter; convenience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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