sustainability

Article
Mobile Phone Buying Decisions among Young Adults:
An Empirical Study of Influencing Factors
Muhammad Tanveer 1, * , Harsandaldeep Kaur 2 , George Thomas 3 , Haider Mahmood 4 , Mandakini Paruthi 5
and Zhang Yu 6,7

1 Prince Sultan University, Riyadh 11586, Saudi Arabia

2 School of Financial Studies, Guru Nanak Dev University, Amritsar 143005, India; harsandal.usfs@gndu.ac.in
3 Department of Marketing, College of Business Administration, Prince Sultan University,
Riyadh 11586, Saudi Arabia; gthomas@psu.edu.sa
4 Department of Finance, College of Business Administration, Prince Sattam Bin Abdulaziz University,
Al-Kharj 16278, Saudi Arabia; h.farooqi@psau.edu.sa
5 School of Management Studies, Chaitanya Bharathi Institute of Technology, Hyderabad 500075, India;
mandakini_sms@cbit.ac.in
6 School of Economics and Management, Chang’an University, Xi’an 710054, China; Zhangyu19@foxmail.com
7 Department of Business Administration, ILMA University, Karachi 75190, Pakistan
* Correspondence: mtanveer@psu.edu.sa

Abstract: Owing to the novelty and dynamism of mobile phone shopping behavior of adults within
the context of contemporary social, technological, and market norms necessitated the need to study



this phenomenon frequently. In the same league, there is a pressing need to empirically examine the


mobile shopping behavior of young adults in Pakistan. This paper examines the factors influencing
Citation: Tanveer, M.; Kaur, H.;
mobile phone shopping behavior within the context of young adults in Pakistan. First, a questionnaire-
Thomas, G.; Mahmood, H.; Paruthi,
based survey consisting of a five-point Likert scale was conducted. A total of 416 respondents
M.; Yu, Z. Mobile Phone Buying
provided their complete responses. Then, we employed the structural equation modeling (SEM)
Decisions among Young Adults: An
Empirical Study of Influencing
model using AMOS 24 to empirically test the hypothesized model. The empirical results revealed that
Factors. Sustainability 2021, 13, 10705. price and attractiveness positively influence mobile phone buying behavior among young adults in
https://doi.org/10.3390/ Pakistan. On the other hand, Service Encounter, Convenience, Avoidance of Core Service Failure, and
su131910705 Response have negative but statistically insignificant influences on mobile phone buying behavior
in Pakistan. This finding revealed that the mobile shopping behavior of young Pakistani adults is
Academic Editors: José predominantly influenced by the price of mobile phones and their attractiveness. Therefore, it is
Luis Vázquez-Burguete, Ana Lanero highly recommended that companies need to offer affordable mobile phone prices. Additionally, the
Carrizo and Marc A. Rosen attractiveness of the mobile phone needs to be maintained at competitive prices.

Received: 16 August 2021

Keywords: shopping behaviors; price; attractiveness; service encounter; convenience
Accepted: 23 September 2021
Published: 27 September 2021

Publisher’s Note: MDPI stays neutral

1. Introduction
with regard to jurisdictional claims in
published maps and institutional affil- In contemporary literature, technology has been termed as the most dynamic and
iations. rapidly evolving domain. One of the tremendous improvements relating to communication
technology is the development of mobile phones, which are evidence of the rapid change
in technological advancements [1]. Remarkable developments in mobile technology and
applications have encouraged people to use them in their day-to-day life [2,3]. In recent
Copyright: © 2021 by the authors.
years, the mobile phone has evolved from essentially an interpersonal communication
Licensee MDPI, Basel, Switzerland.
device to a multimedia machine [4]. The technology of mobile phones has penetrated
This article is an open access article
every aspect of daily life. Mobile e-commerce is considered an alternative approach for
distributed under the terms and comparison and buying products and services anywhere anytime. Mobile phones are used
conditions of the Creative Commons for multi-purposes such as calling and sending messages, capturing pictures, accessing
Attribution (CC BY) license (https:// the internet, playing games, socializing, and downloading applications. Academicians
creativecommons.org/licenses/by/ and practitioners have recognized the pertinence of accessing health, education-related
4.0/). services virtually and the dire need of getting connected online. Mobile phones enable

Sustainability 2021, 13, 10705. https://doi.org/10.3390/su131910705 https://www.mdpi.com/journal/sustainability

Sustainability 2021, 13, x FOR PEER REVIEW 2 of 19

Sustainability 2021, 13, 10705 2 of 18

health, education-related services virtually and the dire need of getting connected online.
Mobile phones enable billions of people across the globe to easily access services like
billions of people across the globe to easily access services like banking, insurance, health,
banking,
education, insurance, health,
etc. Existing education,
literature etc. Existing literature
has documented the impact has
of documented
mobile phone the impact
industry
of
on mobile phone
sustainable industry on sustainable
development. Studies have development.
reported positive Studies have reported
benefits of mobilepositive
phone
benefits of mobile phone penetration on the number of dimensions
penetration on the number of dimensions of human life such as financial inclusion of human life such as
[5,6],
financial inclusion [5,6], poverty reduction [7,8], women
poverty reduction [7,8], women empowerment [9], reducing income inequality [10,11], empowerment [9], reducing
income inequality
educational outcomes [10,11], educational
[2], etc. GSMA [12] outcomes
highlighted[2], etc.
the GSMA [12] highlighted
role of mobile phones in the role
driving
of
significant social, economic, and environmental benefits and the achievement of alland
mobile phones in driving significant social, economic, and environmental benefits 17
the achievement
Sustainable of all 17
Development Sustainable
Goals (SDGs). SmithDevelopment Goals (SDGs).
et al. [13] empirically Smith et
documented theal.
role[13]
of
empirically documented the role of mobile phones as a unique
mobile phones as a unique platform for the massive and multidimensional enhancement of platform for the massive
and multidimensional
capabilities in economic,enhancement of capabilities
social, and governance in economic,
spheres in developing social, and governance
countries. A global
spheres in developing countries. A global study by Rotondi
study by Rotondi et al. [14] has provided empirical evidence of the role of mobile et al. [14] has provided
phones
empirical
in attaining evidence
sustainableof the role of mobile
development. phones in attaining
Merma-Molina et al. [15]sustainable development.
have also highlighted the
Merma-Molina
contribution of mobileet al. [15]phoneshavetoalso highlighted
achieve the contribution
United Nation’s of mobile
17 Sustainable phones to
Development
achieve
Goals. United Nation’s 17 Sustainable Development Goals.
In recent years, the number of mobile mobile phone
phone subscribers
subscribers has has increased
increased substantially.
substantially.
Figure 1 shows the global trend of mobile phone sales in billions of dollars and also the
share ofof mobile
mobilecommerce
commerceasasa a%% ofof total
total e-commerce
e-commerce is presented.
is presented. Mobile
Mobile e-commerce
e-commerce has
has
beenbeen increasing
increasing tremendously
tremendously fromfromUSDUSD 0.97 0.97
billionbillion
in 2016in 2016
to USD to USD 3.56 billion
3.56 billion in 2021.in
2021.growth
The The growth rate impressive
rate is also is also impressive as thegrowth
as the yearly yearlyofgrowth
mobileof mobile
phone phone
sales sales
remained
remained
higher than higher than 20%
20% during during 2016–2021.
2016–2021. The yearlyThe yearlyrates
growth growth rates32%,
are 40%, are 40%,
28%,32%,
25%28%,and
25%
22% in and 22%2017,
years in years
2018,2017,2019,2018,
2020 2019,
and 2021,2020 respectively.
and 2021, respectively.
Moreover, the Moreover,
percentage the
share of theshare
percentage use ofofmobile
the usephones
of mobilein the total in
phones e-commerce is also increasing
the total e-commerce is also every year
increasing
duringyear
every 2016–2021.
duringFor instance, For
2016–2021. the percentage
instance, the share of the useshare
percentage of mobileof thephones
use of in mobile
total e-
commerce
phones was 52.4%
in total in the year
e-commerce was2016,
52.4% which
in theincreased
year 2016, to 72.9%
whichinincreased
the recenttoyear 2021
72.9% in[16].
the
Globally,
recent the2021
year total[16].
number of mobile
Globally, subscribers
the total number(thoseof mobilesubscribing
subscribers to a (those
cellularsubscribing
service) is
going
to to growservice)
a cellular from 5.1isbillion
going in to2018
grow to from
5.7 billion by 2023
5.1 billion inat2018
a CAGR
to 5.7ofbillion
2% [17]. byThis
2023rapid
at a
growthof
CAGR has 2% changed
[17]. This therapid
futuregrowth
of mobilehascommerce
changed the andfuture
reshaped the present
of mobile shopping
commerce and
dynamics, evident
reshaped the presentfrom Figure
shopping 1, which depicts tremendous
dynamics, evident from growth
Figurein mobile
1, which e-commerce.
depicts
Further, we believe that studying underlying trends will be
tremendous growth in mobile e-commerce. Further, we believe that studying underlyingof keen interest to practitioners
and researchers
trends will be of[18–20].
keen interest to practitioners and researchers [18–20].

Mobile E-Commerce is up and Poised for Further Growth

4 80.00%
72.90%
3.5 70.40% 70.00%
67.50%
63.50%
3 58.90% 60.00%
52.40%
2.5 50.00%

2 40.00%
3.56
1.5 2.91 30.00%
2.32
1 20.00%
1.8
1.36
0.5 0.97 10.00%

0 0.00%
2016 2017 2018 2019 2020 2021

Sales Mobile as share of total e-commerce

Figure
Figure 1.
1. Mobile
Mobile phone
phone sales
sales worldwide
worldwide (in
(in billions) and the
billions) and the share
share of
of mobile
mobile commerce
commerce as
as aa %
% of
of total
total e-commerce.
e-commerce.
Sustainability 2021, 13, 10705 3 of 18

Developments in the Asia-Pacific region trigger the growth in the mobile sector.
In 2020, the Asia-Pacific region captured the largest share of more than 32.0% and was
expected to witness significant growth from 2021 to 2028 [21]. Pakistan is an emerging
mobile economy in the Asia-Pacific region that has witnessed unprecedented growth in the
mobile sector. In Pakistan, the mobile industry has continued to lead the proliferation of
telecommunication services since the deregulation of the telecommunication sector and the
first mobile spectrum auction in 2004 [22]. The total number of cellular subscribers reached
170 million by the end of 2020, and mobile teledensity reached 81% by October 2020 [22].
In addition, the demand for the mobile phone has been double-fold in Pakistan due to the
changing demographics. The majority of the population is young, with rising awareness
and usefulness of mobile phones and increasing disposable income for households and
young individuals. However, compared to the expansion of mobile phones in Pakistan,
there have been 30 million fixed and mobile telephone lines. As the country’s population
was more than 162.4 million in 2008 [23], the country had 5.37 million fixed telephone
lines. The subscription of mobile has surged over 19.6 million, which makes the sector
of telecom stronger than ever. It is also regarded as the rapidly expanding sector in the
world. It is due to the restrictions lifted in 1994, and a third operator over GSM obtained
a license in 1995 [24]. It mainly leads to the rapid increase in the subscriber counts and
figures that have started to return to original targets. However, it is observed that from the
previous six years’ data, the telecom sector has witnessed extraordinary growth, which in
turn has influenced mobile phone purchasing as it has become an indispensable part of our
daily lives [25]. In Pakistan, the recent increase in smartphone penetration coupled with
improving 3G and 4G access are vital enablers to allow the country to digitalize, reduce the
digital divide, and ultimately make progress on achieving the SDG goals [26].
To conduct activities online and access the internet, mobile phones have quickly be-
come the forerunner. In Pakistan, the usage of smartphones has witnessed an increasing
trend for several years, as depicted in Figure 2, and is expected to grow further in the
foreseeable future. With the increase in the use of smartphones, there is an opportunity for
companies to target other potential firms through online channels. Moreover, smartphone
adoption and usage rate among young consumers is high compared to older people who
are less interested in technology due to challenges associated with learning and using
this technology [27]. It is mainly due to the complexities involved in the user interfaces
and smartphones on which they are not aware. Conceivably, the use of smartphones is
observed more among young customers as compared to old customers [24]. In this regard,
young consumers prefer to make online purchases, mainly due to the lack of availability of
time. However, it is regarded as an inverse case for the old consumers that prefer to go for
offline purchases by visiting the store. There is also no consensus in the literature regarding
the significance of factors impacting the choice of mobile phones. Karjaluoto et al. [28]
reported that price and brand are the most influential factors affecting the actual choice be-
tween mobile phone brands. However, Saif et al. [29] said that price does affect consumers’
preference for a mobile phone in Pakistan. Moreover, testing the effects of conveyances,
avoidance, service encounters, and attraction on mobile phone buying behavior is also
missing in Pakistan’s literature, considering the young population in analyses. It indicates
a gap in the contemporary literature that lacks explanation of the consumer behavior with
respect to mobile phones’ buying behavior among young adults in Pakistan. Hence, the
present study aims at exploring mobile shopping behaviors among young adults consid-
ering the influencing factors, such as price, conveyances, avoidance, service encounters,
and attraction. The study fills the literature gap by examining mobile shopping behaviors
among young adults in Pakistan. Identifying influencing factors affecting mobile phone
usage surely would help marketers to deliver attractive and affordable mobile phones,
which in turn helps in achieving sustainable development of the economy. Owning a
mobile phone and getting connected to the virtual world predominately could uplift an
individual’s social status as well. This chunk of customers is recognized as prospective
mobile phone purchasers worldwide [30,31]. Marketers consider this cohort of young
Sustainability 2021, 13, x FOR PEER REVIEW 4 of 19
Sustainability 2021, 13, 10705 4 of 18

chunk of customers is recognized as prospective mobile phone purchasers worldwide

adults quite
[30,31]. attractive
Marketers for building
consider a pool
this cohort of brand-loyal
of young customers
adults quite andfor
attractive seeking revenues
building a pool
on a long-term basis.
of brand-loyal customers and seeking revenues on a long-term basis.

Smartphone Penetration rate as share of phone subscriptions in

Pakistan from 2014 to 2020
60%

51%
50%
43%
Percentage of connections

40%
34%

30% 26%

19%
20%
14%
10%
10%

0%
2014 2015 2016 2017 2018 2019 2020

Figure 2. Penetration rate of mobile phones in Pakistan [20].

The remaining part of this research

research study
study is
is organized
organized as as follows.
follows. The following
following
section provides
providesaareview
reviewof of
thethe
pertinent literature
pertinent related
literature to thetostudy.
related In the third
the study. In thesection,
third
we discuss
section, wethe research
discuss the methodology employed.employed.
research methodology Results from datafrom
Results analysis
dataare presented
analysis are
in the subsequent
presented in the section. Finally,
subsequent we concluded
section. Finally, the
we paper followed
concluded thebypaper
recommendations,
followed by
limitations, and future
recommendations, researchand
limitations, directions.
future research directions.

2. Literature
2. Literature Review
Review

In terms of
In terms of competition,
competition, mobile
mobile phone
phone markets
markets are
are considered
considered toto be
be uncertain.
uncertain. The
The
main factors
main factorsaffecting purchase
affecting for new
purchase formobile
new phones
mobileinclude
phonesbrand, price, characteristics
include brand, price,
of the products,
characteristics ofetc.
the Additionally,
products, etc.these factors also
Additionally, influence
these factorscustomer purchase
also influence inten-
customer
tion [20,24]. Previous studies related to information systems have made us understand
purchase intention [20,24]. Previous studies related to information systems have made us
the way individuals adapt to new technologies [32–35]. A literature review on technology
understand the way individuals adapt to new technologies [32–35]. A literature review on
acceptance and mobile shopping suggests that a number of theories based on information
technology acceptance and mobile shopping suggests that a number of theories based on
systems and technology adoption, which are extended with other variables, are used to
information systems and technology adoption, which are extended with other variables,
examine the adoption of mobile devices and their use in the purchase of products and
are used to examine the adoption of mobile devices and their use in the purchase of
services. The technology acceptance model (TAM) proposed by Davis [35] is a widely used
products and services. The technology acceptance model (TAM) proposed by Davis [35]
model for evaluating consumer acceptance of new technology. The TAM uses variables like
is a widely used model for evaluating consumer acceptance of new technology. The TAM
perceived ease of use and perceived usefulness to predict behavior intention [2,10]. Several
uses variables like perceived ease of use and perceived usefulness to predict behavior
researchers have extended the TAM model by adding more constructs such as self-efficacy,
intention [2,10]. Several researchers have extended the TAM model by adding more
external control, anxiety, playfulness, enjoyment, and usability [36–38]. Venkatesh et al. [39]
constructs such as self-efficacy, external control, anxiety, playfulness, enjoyment, and
empirically compared eight models in the information technology acceptance research and
usability
proposed [36–38].
a unifiedVenkatesh
model thatet al. [39] elements
integrates empirically compared
across the eighteight models
models, known in as
the
a
information technology acceptance research and proposed a unified model
unified theory of acceptance and use of technology (UTAUT). The UTAUT model includesthat integrates
elements across the eight
four key constructs: models,expectancy,
performance known as aeffort
unified theory ofsocial
expectancy, acceptance and and
influence, use fa-
of
technology (UTAUT). The UTAUT model includes four key constructs:
cilitating conditions. Venkatesh et al. [40] extended the UTAUT model in the consumer performance
expectancy, effort expectancy, social influence, and facilitating conditions. Venkatesh et
Sustainability 2021, 13, 10705 5 of 18

context and proposed UTAUT2 by incorporating three constructs into UTAUT: hedonic
motivation, price value, and habit.
In terms of competition, mobile phone markets are considered to be uncertain. The
harsh market conditions and the rapid pace of technology in the mobile phone industry
force companies to better understand their consumers to offer unique and competitive
products with desired attributes [41]. Several empirical studies have been conducted to
study the mobile shopping behavior of consumers. The main factors affecting purchase for
new mobile phones include brand, price, characteristics of the products, etc. Additionally,
these factors also influence customer purchase intention [19,24]. In the present study,
we adapted constructs from the field of technology acceptance and mobile marketing to
understand factors affecting the mobile phone shopping behavior of young adults.

2.1. Price
The mobile phone price has been identified as a key factor in the choice of mobile
phones, especially among young consumers [22]. The intense competition in the mobile
phone market has led to a sharp fall in prices, further enhancing mobile phone usage [42].
Park and Koo [43] examined switching costs in the mobile phone market and reported
that price was an important factor influencing consumer’s decision to change their mobile
phone. Therefore, mobile companies should consider price as an important determinant
for retaining customers [24]. Appropriate pricing strategies are required to be employed
for offering numerous diverse services to the customers. However, this is a costly affair.
Therefore, companies should enforce retention strategies vigilantly [26]. The existence of
multinational companies offering international brands in the mobile phone market in Pak-
istan is phenomenal, and it has made the market highly competitive. Moreover, Pakistan
being a developing country, price determines consumer purchase decisions largely [35].
Agarwal et al. [44] investigated the mobile buying behavior in two cities of Odisha in
India. The authors found that faster-changing technology was an important reason among
others for mobile buying behavior. Hence, the price policy for every mobile set should
be at per features and technology of the handset. Prakash and Shivdas [45] argued that
mobile phones had become a necessity instead of a luxury in this modern era of technology.
Nowadays, product differentiation is challenging in a galaxy of mobile phone choices. The
study investigated the migrated labor in India to observe their mobile buying behavior.
The advertisement is found to be the most influencing factor for buying behavior, among
other factors related to the price and features of mobile phone sets. Mittal [46] investigated
the characteristics of buying behavior of mobile in females of Delhi in India. The authors
found that price, advertisement, brand loyalty, changing technology, and recommendations
of peers were found effective in determining buying behavior. Adetunji and Adetunji [47]
explored mobile buying behavior in Nigeria. The price was found most influential among
students’ communities among the other factors, like shape and brand of mobile phones.
Kim [48] investigated and found that touch screens and health-related facilities in mobile
phones were significant in determining and differentiating the demand for mobiles in
Europe. Further, mobile tracker and 4G were found attractive in Asia-Pacific and the
Middle East. The camera’s features were found engaging in the price spending behavior of
customers. Moreover, the price perception was based on the perceived value of any mobile
set in all investigated regions. Pakistan has observed diversity in terms of population,
needs, demands, affordability, and perception of quality. Hence, it would be fascinating
to investigate the relationship between price and mobile shopping behavior empirically.
Thus, the following hypothesis has been proposed:

Hypothesis 1 (H1). There exists a significant effect of price on mobile phone buying behavior
among young adults.
Sustainability 2021, 13, 10705 6 of 18

2.2. Convenience
Convenience has also been considered another factor affecting the customers’ buying
behavior in the mobile phone shopping industry [25]. Inconvenience forced 21% of the
customers to switch their mobile phone brands. These inconveniences are related to
infrastructure, mark-up pricing for maintenance, or distant location of the service center.
Therefore, location-based services need to be provided to retain the customer base. It, in
turn, surely helps the companies in gaining competitive advantage and in succeeding.
Perceived ease of use and convenience indeed change the attitude of the consumers. It
has also been investigated by Shaikh et al. [34], and the author found it a critical factor,
but no latest study could guide this factor. Hence it is proposed to empirically investigate
how convenience plays a role in influencing mobile phone shopping behavior, and the
following hypothesis is constructed:

Hypothesis 2 (H2). There is a significant effect of convenience on the mobile phone buying behavior
of young adults.

2.3. Avoidance of Core Service Failure and Response

Core service failure is the most common reason, which forces customers to switch
mobile phone services [49]. According to Keaveney [50], core service failure includes
all critical incidents due to mistakes or other technical problems with the service. This
core service failure factor alone or sometimes in combination with other factors often
increases the dropout rate of customers [51]. The failure to deliver core service is not
only a breakdown in providing apt service but also damages customers’ possessions [52].
Hence, quality products augmented with flawless core service delivery must be delivered
to customers to prevent customer switching behavior. Furthermore, to build, maintain and
retain a loyal customer base, companies need to provide value-added features in mobile
phones and an inbuilt quick response and feedback system [25]. Core service failure was
found as a critical factor, but no latest study could guide this factor. Hence, it is proposed to
empirically investigate how convenience plays a role in influencing mobile phone shopping
behavior. Thus, the following hypothesis is constructed:

Hypothesis 3 (H3). There is a significant effect of avoidance of core service failure and response on
mobile phone buying behavior among young adults.

2.4. Service Encounter

Service encounter failures have also been identified as one of the factors that induce
customer’s mobile phone switching behavior [50]. Service encounter has been defined as
any interaction between customers and employees of the service provider in relevance to
core service offering [52,53]. It was found that 34% of the customers switch mobile phone
services owing to service encounter failure [50]. Furthermore, customers often look for
convenience and accessibility features while exhibiting mobile shopping behavior [40].
The customer’s switching behavior might be enhanced if the company fails to address
the customer’s complaints. Service employees’ estranged behavior and attitudes are
often responsible for service encounter failures. These failures often affect customer’s
mindsets [20,50]. Hence, failure to provide convenience and accessibility furthermore
aggravates service encounter failures [54]. The impact of service encounters on mobile
phone shopping behavior in the context of a developing economy like Pakistan has not
been explored yet. Therefore, the following hypothesis is proposed:

Hypothesis 4 (H4). There is a significant effect of service encounters on mobile phone shopping
behavior among young adults.
Sustainability 2021, 13, 10705 7 of 18

2.5. Attraction by Competitors

The mobile phone industry in Pakistan has been flooded with multinational corpora-
tions (MNCs), and customers have full knowledge about the prevalence of stiff competition
among MNCs. Many companies provide better-differentiated services to their customer
base, which is indeed difficult for the competitors to meet, thus keeping only a few brands
in the market [25]. While exploring the factors influencing the consumer buying behavior
towards a mobile phone buying decision, innovativeness, usefulness, price, enjoyment,
attractiveness, and skillfulness were found as the key drivers responsible for this switching
behavior among young adults [55]. Competitors may provide value-added services along
with more benefits, pushing customers to switch from their existing service providers [56].
However, mobile phone companies are expanding as well as growing in technology. There-
fore, to empirically investigate the role of attraction by competitors in the case of Pakistani
consumers, the following hypothesis is proposed:

Hypothesis 5 (H5). There is a significant effect of attraction by competitors on the mobile phone
shopping behavior of young adults.

Some studies focused on the other factors of mobile buying behavior. For instance,
Sivakumar and Uyyala [57] investigated mobile buying behavior and argued that cus-
tomers shared their views regarding buying experiences immediately after purchasing.
Hence, mobile companies focused on intelligent systems to detect their opinions regarding
many aspects related to customer buying behavior, which remained helpful for marketing
purposes for Amazon cell phone reviews. Ganesh and Fattakhova [58] investigated the
customers’ behavior about mobile advertising in the age of information technology to
buy mobiles. They found a significant relationship between attitude and entertainment,
which was due to the moderation of information. However, the role of irritation was not
substantial. Shokouhyar et al. [59] investigated reverse logistics because of environmental
concerns and competitive advantage. Reverse logistics were found helpful to win customer
satisfaction. Hence, mobile companies should focus on customer-centric reverse logistics
to control buying behavior of customers. Zaware et al. [60] explored the different modern
channels to change mobile phone buying habits on the omnichannel. They found that
socio-economic features work with consumer choice regarding alternatives and buying
behavior through online and offline channels. Mashhadi et al. [61] investigated the services
system of leasing mobile phones. They found that previous buying behavior dramatically
influenced future buying behavior. For instance, a customer who has a mobile on lease is
more likely to have another set on lease. The same behavior was observed in the case of
cash-buying customers. Fang et al. [62] investigated Baidu Index in buying behavior of
Huawei phones in China. Baidu Index was found helpful in increasing the predictability of
the buying behavior trends of customers of mobile phones. Rajasekaran and Venkatrama-
raju [63] investigated mobile buying in Chennai, India. Brand loyalty was found biased
among different investigated factors in the different types of the population of mobile
users. Jain and Singh [64] studied mobile phone buying behavior in India. They found
that consumer’s mindset was found most influential in buying behavior of mobiles. Roy
and Mandal [65] found that brand engagement and trust in mobile phones were highly
influenced by self-congruity, involvement, and interactivity.
After developing the study’s hypotheses related to the determinants of mobile phone
buying decisions, it can be noted that major determinants of mobile buying decisions are
still missing the context of Pakistani literature. Although Saif et al. [29] have investigated
the effect of the price factor, the focus was not on the young population and reported
an insignificant impact. Moreover, Aslam and Frooghi [32] considered the technological-
based aspects of the switching behavior of the young population in Pakistan but ignored
many other vital aspects. The recent literature has highlighted the importance of mobile
phones to boost banking services in Pakistan [18,19,26,27]. However, still, there is a gap
to identify the role of some factors in buying behavior of young adults in Pakistan, i.e.,
Sustainability 2021, 13, 10705 8 of 18

conveyances, avoidance, service encounters, attraction, etc. To fill the gap, the present study
hypothesized the role of price, conveyances, avoidance, service encounters, and attraction
on mobile phone buying behavior in the young population of Pakistan. It may help the
markers from mobile businesses to design attractive and affordable mobile phone policies
for the young population of Pakistan to uplift the social status of the young population
and achieve the sustainable development of the economy.

3. Research Instrument
The research instrument considered in this study is a survey questionnaire developed
after following measure-development guidelines provided by Churchill [66]. First, an
extensive literature survey was carried out to generate a large pool of items for measure-
ment. Next, a questionnaire was developed in which each item was measured on a 5-point
Likert Scale ranging from “very strongly agree” to “very strongly disagree”. A panel of
three marketing professors reviewed the questionnaire to evaluate the items for content
validity. The suggested items were redundant, double-barreled, and ambiguous, which
were removed. Finally, pre-testing was conducted to test the reliability and validity of the
instrument. The results revealed that the instrument is valid and reliable. The selected
items are shown in Appendix A.

4. Data Collection and Sampling Technique

Respondents selected for the study were screened with a criterion of having purchased
a mobile phone in the previous six months. The study sample consists of young adults of
Pakistan. A self-administered questionnaire was employed to collect the data. Respondents
were selected via purposive sampling. The questionnaire was distributed among the
respondents via Google forms. Virtual platforms helped in obtaining responses from target
respondents who were in distant places. It highlights the element of randomness in the
sample and, in turn, representative sample. Here, it is interesting to discuss the common
method biases as data of all dependent and independent variables are collected from the
same respondents using the same methods. However, various diagnostics are applied
to cater to this problem. Data was collected using a self-administered questionnaire. In
consideration of the sample size, the formula from the study of Ryan [67] was used. The
sample size for the study was calculated using Ryan’s [67] formula.

2
σ2 Zβ + Zα/2
n= (1)
δ2
According to Ryan’s [67] formula, the required sample size with this confidence
interval and precision is 385. Therefore, approximately 430 respondents were approached
through Google forms and online platforms. Of the 439 completed questionnaires, 416
were usable, resulting in a response rate of 96.74%.

4.1. Data Analysis Techniques

Data analysis was carried out in three stages. In the first stage, an exploratory factor
analysis (EFA) was performed using the principal component analysis with Varimax
Rotation. In the second stage, confirmatory factor analysis (CFA) using AMOS 24.0 was
carried out to establish the reliability and validity of the measurement model. In the third,
structural equation modeling (SEM) using AMOS 24.0 was used to test the structural
model.

4.2. Data Pre-Processing

In the initial stage, the missing values were determined and removed through the
nearby points. In addition, the outliers were detected using the univariate technique. In
this manner, four outliers were removed based on the z-score value of ±3. On the other
hand, the multivariate variables were also tested for outliers through Mahalanobis distance.
Sustainability 2021, 13, 10705 9 of 18

Based on the results, it was determined that no outliers were detected. Therefore, the data
was considered for further analysis.

4.3. Assessment of Normality

Normality is one of the core assumptions of statistical analysis, which states that the
distribution of sample means is normal. A normal distribution of sample means refers to the
data that roughly fits in a bell-curve shape. It is a prerequisite of various statistical tests that
data should be approximately normally distributed. If this assumption is violated, then the
results of the study may also be misleading and inapplicable to real-world problems [68].
In addition, one of the core assumptions of AMOS (statistical package) also assumes that
data is normal. Then, the best results are produced. Similarly, SEM and confirmatory
factor analysis (CFA) were used. Hence the multivariate normality was assessed [69]. In
the general case, the value of kurtosis and skewness falling within the range of −2 to
+2 indicates that data is approximately normally distributed. However, in multivariate
normality, the multivariate value for kurtosis should be less than 5 to assume that data
is approximately normally distributed [70]. Table 1 demonstrates the normality results,
and the multivariate kurtosis is less than 5 thresholds for each of the factors. Hence, there
is sufficient evidence to claim that data is approximately normally distributed. It also
suggests that results generated through AMOS are best-produced results since the core
assumption of AMOS is also met.

Table 1. Assessment of normality.

Variable Min Max Skew Composite Reliability (CR) Kurtosis CR

MSB4 3 5 −0.171 −1.095 −0.811 −2.597
MSB1 3 5 −0.247 −1.579 −0.732 −2.344
MSB2 3 5 −0.198 −1.269 −0.575 −1.841
MSB3 3 5 −0.119 −0.764 −0.537 −1.718
CON4 1 5 −0.019 −0.121 −0.312 −0.999
CON1 1 5 −0.198 −1.27 0.011 0.035
CON2 1 5 −0.314 −2.008 −0.246 −0.787
CON3 1 5 −0.147 −0.941 −0.057 −0.182
AC4 1 5 −0.064 −0.408 −0.851 −2.725
AC1 1 5 0.204 1.304 −0.527 −1.689
AC2 1 5 −0.158 −1.01 −0.848 −2.714
AC3 1 5 0.223 1.425 −0.683 −2.188
ASFR4 1 5 0.197 1.263 −0.171 −0.546
ASFR1 1 5 0.145 0.926 −0.643 −2.059
ASFR2 1 5 −0.022 −0.142 −0.193 −0.617
ASFR3 1 5 0.387 2.478 0 0.001
SE4 1 5 −0.348 −2.228 −0.66 −2.113
PRC1 2 5 −0.297 −1.9 −0.988 −3.164
PRC2 2 5 −0.305 −1.95 −0.762 −2.441
PRC3 2 5 −0.378 −2.421 −0.602 −1.927
SE1 1 5 −0.064 −0.408 −0.78 −2.496
SE2 1 5 −0.493 −3.159 −0.346 −1.108
SE3 1 5 −0.178 −1.141 −0.636 −2.035
Multivariate 35.492 8.208

4.4. Exploratory Factor Analysis (EFA)

Exploratory factor analysis was conducted on the 23 statements to identify the number
of factors. We used principal component factor analysis (PCA) followed by Varimax
Rotation with Kaiser Normalization. The results of EFA are depicted in Table 2. The
Kaiser–Meyer–Olkin Measure of Sampling Adequacy Value was 0.737, which is above the
cut-off value of 0.50 as suggested by literature [71,72]. It indicates that data is suitable for
factor detection. Bartlett’s Test of Sphericity was tested through chi-square value 3139.765,
indicating that the data has low sphericity. Therefore, it is suitable for factor analysis. Six
Sustainability 2021, 13, 10705 10 of 18

components with eigenvalues greater than one were extracted from the data. The loadings
for the first factor (service encounter) was ranged from 0.836 to 0.847, the second factor
(avoidance of core service failure and response) ranged from 0.72 to 0.868, the third factor
(attraction by competitors) ranged from 0.81 to 0.867, the fourth factor (price) ranged from
0.859 to 0.883, the fifth factor (convenience) ranged from 0.696 to 0.876, and the sixth factor
(mobile phone shopping behavior) ranged from 0.813 to 0.9. Thus, the 23 items can be
grouped into six different categories of factors, and each of the categories would measure a
different construct together, enhancing the explanatory power of the model.

Table 2. EFA results.

Item Factor Name Component

1 2 3 4 5 6
SE1 0.842
SE2 0.845
Service Encounter
SE3 0.847
SE4 0.836
ASFR1 0.775
ASFR2 Avoidance of Core Service Failure 0.72
ASFR3 and Response 0.868
ASFR4 0.821
AC1 0.867
AC2 0.804
Attraction by Competitors
AC3 0.82
AC4 0.81
PRC1 0.861
PRC2 Price 0.883
PRC3 0.859
CON1 0.853
CON2 0.696
Convenience
CON3 0.876
CON4 0.835
MSB1 0.9
MSB2 0.894
Mobile Phone Shopping Behavior
MSB3 0.881
MSB4 0.813
Kaiser–Meyer–Olkin (KMO) Statistic = 0.737
Bartlett’s Test of Sphericity

4.5. Confirmatory Factor Analysis (EFA)

Confirmatory factor analysis (CFA) was employed to assess the latent factor structure.
The model fit of the measurement model was assessed using common fit indices, which
are chi-square fit statistics/degree of freedom (CMIN/df), goodness-of-fit index (GFI),
adjusted goodness-of-fit index (AGFI), comparative fit index (CFI), root mean square
residual (RMSR), root mean square error of approximation (RMSEA). The measurement
model yields were fit to data: CMIN/df = 1.526, GFI = 0.903, AGFI = 0.874, CFI = 0.962 and
RMSEA = 0.046, respectively. Table 3 depicts the model fitness criterion. All five model
fitness indices meet the criteria of standard model measurements. Hence, it can be stated
that the measurement model fits well with the data.

Table 3. Model fit indices of the measurement model.

Index of Fit CMIN/df GFI AGFI CFI RMSEA

Value 1.526 0.903 0.874 0.962 0.046
Source [30] [31] [31] [31] [31]
Sustainability 2021, 13, 10705 11 of 18

As presented in Table 4, the values of all factor loadings were above 0.5, and the
average variance extracted (AVE) for all constructs was greater than 0.5, as suggested by
Hair et al. [48]. In addition, composite reliability (CR) was also computed, and all values
were found to be above the minimum acceptable level of 0.70 [73]. Thus, it can be seen in
Table 4, the values of CR and AVE were according to the acceptable parameters, CR > 0.70
and AVE > 0.50, thereby establishing convergent validity [74,75]. Moreover, maximum
shared variance (MSV) and maximum reliability (MaxR[H]) were also utilized.

Table 4. Standardized factor loadings, composite reliability, AVE, MSV, and MaxR(H) of the constructs.

Statements Standardized Factor Loadings CR AVE MSV MaxR(H)

Service Encounter 0.842 0.573 0.04 0.858
SE1 0.697
SE2 0.845
SE3 0.676
SE4 0.796
Price 0.88 0.71 0.238 0.887
PRC1 0.793
PRC2 0.849
PRC3 0.884
Avoidance of Core Service
0.821 0.536 0.014 0.844
Failure and Response
ASFR1 0.71
ASFR2 0.631
ASFR3 0.853
ASFR4 0.718
Attraction by Competitors 0.838 0.571 0.04 0.912
AC1 0.939
AC2 0.672
AC3 0.773
AC4 0.773
Convenience 0.842 0.577 0.007 0.869
CON1 0.837
CON2 0.552
CON3 0.839
CON4 0.773
Mobile Phone Shopping
0.912 0.721 0.238 0.921
Behavior
MSB1 0.873
MSB2 0.908
MSB3 0.831
MSB4 0.779
Notes: CR = composite reliability; AVE = average variance extracted; MSV = maximum shared variance; MaxR(H) = maximum reliability.

In order to determine whether there is discriminant validity, the heterotrait–monotrait

ratio of correlations (HTMT) ratio suggested by Ab Hamid et al. [76] was used on the
constructs, i.e., Service Encounter (SE), Price (PRC), Avoidance of Core Service Failure, and
Response (ASFR), Attraction by Competitors (AC), Convenience (CON), and Mobile Phone
Shopping Behavior (MSB). HTMT ratio represents a measure of similarity between latent
constructs and is a novel method for assessing discriminant validity [77]. Table 5 provides
the HTMT ratio. To conform to the discriminant validity, the value of HTMT should be less
than 0.85 [78]. The estimated ratio of HTMT for all constructs is less than the said threshold
of 0.85, which suggests that all constructs conform to the discriminant validity.
 Sustainability 2021, 13, 10705 12 of 18

Table 5. Discriminant validity analysis.

HTMT SE PRC ASFR AC CON

SE
Sustainability 2021, 13, x FOR PEER REVIEW 13 of 19
PRC 0.076
ASFR 0.066 0.053
AC 0.202 0.047 0.054
CON 0.017 0.028
Mobile Phone Shopping 0.054 0.125
Convenience MSB 0.004 0.492 0.02
0.021 0.682
0.174 H2 Rejected
0.02
Behavior
Avoidance of Core Service Failure and Mobile Phone Shopping
4.6. Structural Equation Modeling −0.05 0.401 H3 Rejected
Response Behavior
We used structural
Mobile Phone equation
Shoppingmodeling using AMOS version 24 to examine the hypoth-
Service Encounter esized relationships (see Figure 3). As seen 0.049 in Table 6, the0.265 H4 Rejected
results indicated an excellent
Behavior
model fit (CMIN/DF = 1.94,
Mobile Phone ShoppingGFI = 0.877, AGFI = 0.849, CFI = 0.928 and RMSEA = 0.061).
Attraction by Competitors 0.155
The values of all the fit indices were within the recommended 0.008range. Moreover,
H5 AcceptedFigure 3
Behavior
shows SEM results.

Figure 3. 3.
Figure Structural equation
Structural modeling.
equation modeling.

5. Discussion of Findings
The study results revealed a significant effect of price on the mobile phone shopping
behavior of young adults. The study’s findings are consistent with previous studies,
which suggest that price plays a significant role in young adults’ mobile phone shopping
Sustainability 2021, 13, 10705 13 of 18

Table 6. Model fit indices of the structural model.

Index of Fit CMIN/df GFI AGFI CFI RMSEA

Value 1.94 0.877 0.849 0.928 0.061
Source [30] [31] [31] [31] [31]

The results of the structural model analysis are shown in Table 7. As seen in Table 7,
the price had a significant positive impact on the mobile phone shopping behavior of
young adults (H1: β = 0.436, p < 0.001). Convenience was found to have an insignificant
relationship with young adults’ mobile phone shopping behavior (H2: β = 0.02, p > 0.05).
The analysis further revealed that avoidance of core service failure and response is sta-
tistically insignificant on the mobile shopping behavior of young adults (H3: β = −0.05,
p > 0.05). Service encounters showed an insignificant relationship with mobile phone shop-
ping behavior of young adults (H4: β = 0.049, p > 0.05). Attraction by competitors was
also found to have a significant positive impact on the mobile phone shopping behavior of
young adults (H5: β = 0.155, p < 0.05). Therefore, H1 and H5 were accepted, while H2, H3,
and H4 were rejected.

Table 7. Results of hypotheses testing.

Hypotheses
Proposed Relation Standard Estimate p-Value
Supported
Mobile Phone Shopping
Price 0.436 0.000 H1 Accepted
Behavior
Mobile Phone Shopping
Convenience 0.02 0.682 H2 Rejected
Behavior
Avoidance of Core Service Mobile Phone Shopping
−0.05 0.401 H3 Rejected
Failure and Response Behavior
Mobile Phone Shopping
Service Encounter 0.049 0.265 H4 Rejected
Behavior
Mobile Phone Shopping
Attraction by Competitors 0.155 0.008 H5 Accepted
Behavior

5. Discussion of Findings
The study results revealed a significant effect of price on the mobile phone shopping
behavior of young adults. The study’s findings are consistent with previous studies,
which suggest that price plays a significant role in young adults’ mobile phone shopping
behavior [78–80]. Moreover, the finding is in contrast with the finding of Saif et al. [29],
who reported that price does affect consumers’ preferences for a mobile phone in Pakistan.
This contradiction has a good theoretical background as the price is a major player in the
choice of mobile phones in developing countries like Pakistan. Notably, young adults have
lower purchasing power compared to mature and employed individuals in society. Hence,
price should determine the buying behavior of young adults in developing countries, as
we find it true in the case of Pakistan. Further, we did not find any significant influence
of convenience on the mobile phone shopping behavior of young adults. The findings
are consistent with the study of Bringula et al. [81], who reported that convenience did
not contribute to explaining the mobile phone shopping behavior of university students.
Hence, convenience is not an issue as young adults are highly mobile and energetic to
do shopping. Avoidance of core service failure and response was also found to have an
insignificant influence on the mobile phone shopping behavior of young adults. This
finding is also consistent with the study of students at private universities of Peshawar [82].
The author concluded that post-purchase services comprising guarantee, emergency repair,
and software services are the least influential in youth’s choice of mobile phone. Attraction
by competitors was also found to have a significant influence on the mobile phone shopping
behavior of young adults. The findings corroborate the results of existing studies on the
Sustainability 2021, 13, 10705 14 of 18

switching behavior of consumers in the mobile phone industry [83,84]. It also aligns with
the findings of literature [85,86] that customers mainly switch to other service providers
if the competitors are providing more benefits than the service providers that already
exist. One of the tremendous improvements relating to communication technology is the
development of mobile phones, which are evidence of the rapid change in technological
advancements.

6. Conclusions and Recommendations

With the rapid advancement in communication technology, mobile phone use is
increasing among young consumers, attracting many studies to find the determinants of
mobile phone buying decisions among young adults. The present study examined the
factors influencing mobile phone buying decisions and behaviors among young adults
in Pakistan. The factors determined in this study include price, convenience, avoidance
of core service failure and response, service encounter, and attraction by competitors.
The study employed purposive sampling, and data were collected from young adults in
Pakistan. For the data analysis, the EFA was conducted to reduce the data to a smaller set.
Furthermore, CFA was employed to test the reliability and validity of the measurement
model. Finally, we used SEM to test the hypothesized relationships.
Moreover, concerning the study results, the service encounter and convenience have
coefficients of 0.049 [p = 0.265] and 0.02 [p = 0.682], suggesting statistically insignificant
influences of service encounter and convenience on mobile phone buying behavior. Simi-
larly, avoidance of core service failure and response has a coefficient of −0.05 [p = 0.401]. It
suggests that avoidance of core service failure and response has a very weak negative and
statistically insignificant influence on mobile phone buying behavior in Pakistan. How-
ever, factors like price and attractiveness have the coefficients 0.436 [p = 0.00] and 0.155
[p = 0.00], suggesting that price and attractiveness are two key factors having a positive
and significant influence on the mobile shopping behavior in young adults in Pakistan. In
addition, it was determined that there is an insignificant effect of convenience, avoidance,
and service encounter on the mobile phone shopping behavior of young adults. Hence, the
present study contributes to the current body of marketing literature of young adults in
Pakistan by finding the significant role of price and attractiveness in mobile phone buying
behavior. Moreover, it also highlights that convenience, avoidance, and service encounter
are not very important for young adults in Pakistan. Hence, the investigated factors should
be considered while designing the marketing policies for mobile phone businesses.
Price is found to have a significant influence on the mobile shopping behavior of
young adults. Therefore, it is suggested that the companies selling mobile phones targeting
young adults should focus more on price. For this purpose, the price of the mobile phones
needs to be in accordance with the target market, and the product category should also be
identified according to the characteristics of the target market. The companies should target
young adults by offering an attractive pricing strategy. Attractive credit facilities can be
provided to attract young adults. The study also found the significant effect of attraction by
competitors on the mobile phone shopping behavior of young adults. Since youngsters are
attracted to competing offerings, companies should develop an attribute-based branding
strategy to create a unique image in the minds of young adults. Mobile phone companies
should focus on product features like technical quality, appearance, and after-sale support.
Companies can use an integrated communication strategy to build brand image and reduce
switching intentions.

7. Limitations and Future Implications

This study was conducted to determine the mobile phone buying behaviors of young
adults in Pakistan. Consequently, the major limitation of this study is that the results of
this study are restricted to the young adults of Pakistan. In addition, the factors that were
considered for testing the effect on mobile phone buying behavior are limited. However,
several other factors that influence the mobile shopping behavior of young adults in
Sustainability 2021, 13, 10705 15 of 18

Pakistan may also be considered. In this manner, it is suggested the future studies would
expand the scope of the study by considering the young adults from other countries in the
region. Thus, it would help to present the broader findings and significant contributions to
the existing literature. In addition, it is suggested that future studies should include other
factors like cultural and social factors that could help further understand mobile phone
buying decisions by consumers in Pakistan.

Author Contributions: Conceptualization, M.T. and H.K.; methodology, M.T., M.P. and G.T.; soft-
ware, M.T.; validation, M.T., Z.Y. and G.T.; formal analysis, M.T.; data curation, H.K.; writing—
original draft preparation, M.T. and H.M.; writing—review and editing, H.M., H.K. and G.T.; super-
vision, M.T., Z.Y.; project administration, M.T. All authors have read and agreed to the published
version of the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: The data can be requested from the corresponding author.
Acknowledgments: All authors of this article would like to thank the Prince Sultan University for
its financial and academic support to publish this paper in “Sustainability”.
Conflicts of Interest: The authors declare no conflict of interest.

Appendix A
Factor Item Label Item
Service Encounter SE1 I think the main problem is when the customers do not obtain the desired product.
SE2 The buying decision of youth relies on the quality of service.
SE3 In mobile shopping, customers expect high service quality.
SE4 In mobile shopping, I believe that the risk of quality issues is high
Price PRC1 I think people change their buying decisions based on price.
PRC2 Leverage in price helps in developing consumer loyalty.
PRC3 Lower prices attract more customers.
Avoidance of Core Service Due to service delivery failure, the companies increase their customer churn. Therefore, it
ASFR1
Failure and Response should be avoided.
ASFR2 I think if the company is not able to meet the failures, the customers will switch from the brand.
ASFR3 I avoid buying products from mobile shopping if I had encountered service failure.
ASFR4 If the company promises to avoid service failure, I can take the risk to shop again.
Attraction by Competitors AC1 For youth, I believe that they compare the products from different brands before purchasing.
I consider that customers mainly switch to other service providers in case the competitors are
AC2
providing more benefits.
I consider the marketing of products by competitors as a key factor that urges consumers to
AC3
switch.
AC4 I believe that to attract more youth, each brand should work on a competitive advantage.
Convenience CON1 If people face inconvenience, they change the brand of their phone.
For the convenience of the customers, the companies should offer services that are based on
CON2
location.
CON3 Mobile shopping is a convenient way because it limits interaction with a salesperson.
CON4 Mobile shopping is more convenient than in-person shopping.
Mobile Phone Shopping
MSB1 I feel that mobile phone technology has penetrated every aspect of daily life.
Behavior
MSB2 I consider the trend of mobile commerce to be very important for the industry.
MSB3 Mobile phone shopping is knowledgeable.
I consider the purchase intentions of youth depending on smartphone use relies on the
MSB4
purchase intentions of consumers.

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