Towards a new model for purchase intention of smartphones: theoretical extension and analysis

Abstract

Drawing from categorisation theory, this study aims to examine the effect of product design dimensions (e.g., affective, cognitive, reflective, and ergonomics) on customers' purchase intention of smartphones and to identify which product design dimension is (are) more capable of improving purchase intention. To fill this gap in knowledge, we recruited n = 282 smartphone users based on the convenience sampling technique and the hypotheses were tested through multiple regression analysis in SPSS. 24.0. Our findings show that when four dimensions of product design (i.e., affective, cognitive, ergonomics, and reflective design) were assessed, ergonomics design was found to have the greatest effect on consumer purchase intention, followed by affective and reflective design. Contrary to our expectations, the cognitive product design had a trivial influence on purchase intention. Finally, we briefly discuss the study's implications for theory, practice, and highlighted priorities for future research.