Students’ dependence on smartphones and its effect on purchasing behavior

Abstract

Purpose – The purpose of this paper is to explore how social need, social influence and convenience affect dependence on smartphones and purchasing behavior among university students in Pakistan’s emerging economy. Design/methodology/approach – Survey methods and non-probability purposive sampling were used to collect data from 337 respondents, and structural equation modeling was used to test the hypothesis. Findings – Overall the results provided evidence that social need, social influence and convenience significantly affect students’ dependence on their smartphones. A significant relationship also existed between students’ dependence on smartphones and their purchasing behavior. Originality/value – The availability of 3G/4G mobile networks and the growth in smartphones’ computing power have meant that this form of mobile technology is in great demand. This study provides an exclusive viewpoint concerning students’ dependence on smartphones and the effect of this on their purchasing behavior, which is a subject that has not been covered previously in the Pakistani context.