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

Authors: Niaz Ahmed Bhutto; Faheem Gul Gilal; Rukhsana Gul Gilal

Addresses: Department of Business Administration, Sukkur IBA University, Airport Road, Delhi Muslim Housing Society, Sukkur, Sindh, 65200, Pakistan ' Department of Business Administration, Sukkur IBA University, Airport Road, Delhi Muslim Housing Society, Sukkur, Sindh, 65200, Pakistan ' Department of Business Administration, Sukkur IBA University, Airport Road, Delhi Muslim Housing Society, Sukkur, Sindh, 65200, Pakistan

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.

Keywords: purchase intention; affective design; cognitive design; functional design; reflective design; ergonomics design.

DOI: 10.1504/IJTPM.2021.119700

International Journal of Technology, Policy and Management, 2021 Vol.21 No.4, pp.302 - 316

Received: 14 Jun 2020
Accepted: 06 Sep 2020
Published online: 16 Dec 2021 *

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