The influence of consumer awareness in the digital era on the selection of smartphones: A study among Jordanian university students

Abstract

This research investigated and critically evaluated Jordanian university students' smartphone buying intentions. It critically reviewed relevant literature and conducted a focus group (Study 1), which empirically yielded a streamlined list of smartphone purchase criteria. Data for the primary study (Study 2) was obtained from university students (n = 427). The primary research hypotheses and significant factors were examined using structural equation modeling (SEM). Social impact (influence), product price, brand image, product features, perceived utility (usefulness), ease of use, and product support service were all found to influence the intention to acquire a smartphone, but at different strengths. Social impact (influence) had the least effect, whereas ease of use, product support service, and product price had the most significant effect. The current findings implied that rationality was likely to characterize Jordanian customers' smartphone purchases. These findings may enhance smartphone marketers’ efforts to improve their products and promotional activities. Technology-based product purchases showed a sensible trend among Jordanian university students as this was bolstered by paying less attention to “social influences” on such buying behavior. Clearly, Jordanian university students were using logical thinking when making technology-based product purchases. Furthermore, consumer culture and demographics' effects on technological product purchases should be studied in the future research.