Factors Influencing Dependency on Smartphone and the Impact on Purchase Behaviour: An Empirical Research

The purpose of this study is to investigate the relationships among social needs, social influence, convenience, product features, brand name, dependency on smartphone, and purchase behaviour. A sample of 259 university students is used to test the hypotheses by using structural equation modeling. The results indicate that social needs, social influence, convenience and brand name positively affect dependency on smartphones, and dependency positively affects purchase behaviour. This research implies smartphone manufacturers to employ different marketing strategies and marketing mix to attract young consumers in Indian market. This study contributes to the body of smartphone literature by extending the context of the study to a developing nation where smartphone has penetrated profoundly in recent years.