EXPLORING STUDENTS SMARTPHONE BUYING INTENTIONS FOR ONLINE LEARNING
DOI:
https://doi.org/10.29121/shodhkosh.v5.i1.2024.5000Keywords:
Buying Intention, Online Learning, Student Behavior, Perceived UtilityAbstract [English]
This study investigates the key factors influencing students’ intentions to purchase smartphones specifically for online learning purposes. With the shift towards digital and hybrid education models, smartphones have become essential tools for academic engagement. This research explores how factors such as brand perception, technical specifications, affordability, peer influence, and perceived utility affect purchasing behavior. A structured questionnaire was administered to a sample of 300 college students, and the collected data was analyzed using statistical tools such as regression analysis and factor analysis. The findings reveal that perceived utility and affordability are the strongest determinants of buying intention, followed by brand trust and peer recommendations. With the rise in digital education due to the COVID-19 pandemic and the increasing reliance on mobile technology, understanding the motivations behind smartphone purchases becomes essential for educators, policymakers, and manufacturers. The study uses a quantitative approach, gathering data from a diverse sample of university students through structured questionnaires. The analysis reveals that perceived usefulness, affordability, brand perception, and technological features significantly affect buying intentions. The study offers insights into the behavior of the digital-native generation and provides implications for educational institutions and smartphone manufacturers.
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Copyright (c) 2024 R. Santhakumari, Dr. V. Pradeepa
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