FACTORS AFFECTING INTENTION TO USE SMARTPHONE AMONG YOUNGSTERS IN INDIA

Dr. Arif Hasan Assistant Professor, Institute of Business Management, GLA University, Mathura, UP, INDIA, arifhasan135@gmail.com
Dr Shivang Dwivedi Assistant Professor, Institute of Business Management, GLA University, Mathura, UP, INDIA

Abstract

The aim of this study is to explore the intention of youngsters towards Smartphone. The study aimed at determining predictors brand features, brand name, social influence, product sacrifice, compatibility, dependency and measures their influence on intention to use Smartphone. Despite the usage of smartphone, limited studies have included youngsters’ influential factors towards intention to use smartphone. Primary data was collected with structured questionnaire using stratified technique. A total of 418 samples were collected from select Universities of North India. This data has been analysed through structural equation modelling. The findings revealed that there is a significant influence of product features, brand name, product sacrifice and compatibility with intention to use Smartphone among youngsters. The findings of this study are limited by the number of respondents, factors and location. This research is relevant for owners and marketers to diagnose the youngster’s choice for specific Smartphone.

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