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Smartphone dependence among students: gender-based analysis

Author

Listed:
  • Wajeeha Aslam
  • Imtiaz Arif
  • Kashif Farhat

Abstract

This study explores smartphones' dependence among students through social needs, social influence and convenience and its impact on purchase behaviour. In total, 337 usable responses were gathered with the help of Likert scale questionnaire. Multiple regression analysis and t-test were used to uncover the findings. Result reveals that social influence and convenience significantly affect student's dependence on smartphones. A significant relation also appeared between dependence on smartphone and purchase behaviour. Responses of female participants reveal that social influence and convenience have a significant affect whereas in males social need and social influence have a significant effect on dependence on smartphone. The study makes a significant contribution to smartphones producers in meeting customer needs to better develop smartphones that provide convenience and user friendly features. Also it help marketers to develop the appropriate strategies of marketing smartphones as the study provides the better understanding of usage behaviour and purchase behaviour.

Suggested Citation

  • Wajeeha Aslam & Imtiaz Arif & Kashif Farhat, 2018. "Smartphone dependence among students: gender-based analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 9(3), pages 269-287.
    • Handle: RePEc:ids:ijemre:v:9:y:2018:i:3:p:269-287
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    Cited by:

    1. Kashif Farhat & Wajeeha Aslam & Imtiaz Arif & Zohaib Ahmed, 2022. "Does the Dark Side of Personality Traits Explain Compulsive Smartphone Use of Higher Education Students? The Interaction Effect of Dark Side of Personality with Desirability and Feasibility of Smartph," IIM Kozhikode Society & Management Review, , vol. 11(1), pages 62-74, January.

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