Students' dependence on smart phone and its effect on purchase behavior

This study explores effect of social need, social influence and convenience on university student’s dependence on smart phones and on its purchase behavior. Survey method was used to collect data from 337 respondents and structural equation modelling was used to test the hypothesis. Overall results provide evidence that social need, social influence and convenience significantly affect students’ dependence on smart phone. A significant relation also existed between student’s dependence on smart phone and purchase behavior. This research provides customer insight to smart phone manufacturers and suppliers in meeting customer needs. Further it provides an exclusive viewpoint of students’ dependence on smart phone and its effect on purchase behavior, which were not covered earlier in Pakistani context.