Determinants Affecting Young Consumers’ Smartphone Purchase Intention During Covid-19 Pandemic

Abstract

In the highly competitive and rapidly changing smartphone market, understanding purchase intention has become vital for marketers, especially during the COVID-19 pandemic. To stay competitive, smartphone companies are continuously improving their product features, brand image, pricing strategies, and responding to social influences. This study investigates the impact of product features, brand image, product price, and social influences on the purchase intention of smartphones among young consumers during the COVID-19 pandemic. Data was collected from 305 respondents using a structured questionnaire and convenience sampling. Statistical analysis was carried out using SPSS version 21 integrated with AMOS. Reliability and validity were assessed using Cronbach’s alpha, composite reliability, and average variance extracted (AVE). Hypotheses were tested using Structural Equation Modelling (SEM). The study reveals significant effects of product features, brand image, and product price on young consumers’ purchase intentions for smartphones. However, social influences were found to have no significant impact on purchase intention. These findings provide valuable insights for smartphone marketers to adapt their strategies in the pandemic and post-pandemic era. The study’s practical implications and managerial recommendations are discussed, along with suggestions for future research directions.

Received: 27 September 2023 / Accepted: 28 December 2023 / Published: 5 January 2024