Title: Smartphone dependence among students: gender-based analysis

Authors: Wajeeha Aslam; Imtiaz Arif; Kashif Farhat

Addresses: IQRA University, Gulshan Campus, Abid Town, Block-2, Gulshan-e-Iqbal, Karachi 75300, Pakistan ' IQRA University, Gulshan Campus, Abid Town, Block-2, Gulshan-e-Iqbal, Karachi 75300, Pakistan ' Muhammad Ali Jinnah University (MAJU), Block-6 P.E.C.H.S., Sindh, 22-E Shahrah-e-Faisal Service Road South, Karachi 75400, Pakistan

Abstract: This study explores smartphones' dependence among students through social needs, social influence and convenience and its impact on purchase behaviour. In total, 337 usable responses were gathered with the help of Likert scale questionnaire. Multiple regression analysis and t-test were used to uncover the findings. Result reveals that social influence and convenience significantly affect student's dependence on smartphones. A significant relation also appeared between dependence on smartphone and purchase behaviour. Responses of female participants reveal that social influence and convenience have a significant affect whereas in males social need and social influence have a significant effect on dependence on smartphone. The study makes a significant contribution to smartphones producers in meeting customer needs to better develop smartphones that provide convenience and user friendly features. Also it help marketers to develop the appropriate strategies of marketing smartphones as the study provides the better understanding of usage behaviour and purchase behaviour.

Keywords: dependence; social need; social influence; convenience; smartphones; Karachi; regression.

DOI: 10.1504/IJEMR.2018.092696

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.3, pp.269 - 287

Received: 23 Feb 2017
Accepted: 24 Apr 2017
Published online: 28 Jun 2018 *

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