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.
Highlights
In contemporary literature, technology has been termed as the most dynamic and rapidly evolving domain
The study results revealed a significant effect of price on the mobile phone shopping behavior of young adults
With the rapid advancement in communication technology, mobile phone use is increasing among young consumers, attracting many studies to find the determinants of mobile phone buying decisions among young adults
Summary
Technology has been termed as the most dynamic and rapidly evolving domain. One of the tremendous improvements relating to communication technology is the development of mobile phones, which are evidence of the rapid change in technological advancements [1]. Existing literature has documented the impact of documented mobile phone industry of phone industry on sustainable development. Studies have reported on mobile sustainable development. Role of empirically documented the role of mobile phones as a unique platform for the massive mobile phones as a unique platform for the massive and multidimensional enhancement of and multidimensional of capabilities in economic, social, and governance capabilities in economic,enhancement social, and governance spheres in developing countries. We believe that studying underlying trends will be of keen interest to practitioners tremendous growth in mobile e-commerce.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
