Investigating the Factors that Transform Expressed Behavior into Actual Behavior - A Case Study of Smartphone Users in Pakistan

Sami Ullah; Abdul Waqar; Muhammad Tariq Jamshed; Junaid Ahmad Zia; Muhammad Zeeshan

doi:10.52633/jemi.v5i4.255

Authors

Sami Ullah Shihezi University, Xinjiang, China. Author
Abdul Waqar Shihezi University, Xinjiang, China. Author
Muhammad Tariq Jamshed National College of Business Administration and Economics Lahore (Sub-Campus Multan), Pakistan. Author
Junaid Ahmad Zia Zhongnan University of Economics and Law, Wuhan, China. Author
Muhammad Zeeshan Shihezi University, Xinjiang, China. Author

DOI:

https://doi.org/10.52633/jemi.v5i4.255

Keywords:

Expressed Behavior, Emotions, Purchase intention, Word of Mouth, Actual Behavior

Abstract

The purpose of this research is to get an understanding of the elements that are responsible for the transition from stated behavior to actual conduct. In this research, I investigate the choices that people who already own smartphones make when they go to buy a new one. In this research, the influence of demographic parameters, especially the ages, education levels, and income levels of customers, is investigated and analyzed. Users of smartphones are the focus of this particular research demographic. The study hypothesized that the expressed behavior impacts Actual Behavior and it was theorized that the demographic factors moderate the relationship between expressed behavior into actual behavior. The primary data was obtained employing a survey questionnaire, and around 220 replies were observed upon which regression and factor analysis were carried out in order to provide a more specific study of the behavior of smartphone users. According to the findings of the research, there is a significant and favorable connection between a person's outwardly displayed conduct and their true behavior. On the other hand, the study reveals that demographic characteristics have a favorable impact on actual behavior. As a result, the results of the research suggested that for businesses and manufacturers to satisfy the current demand of customers in Pakistan, they should take into account the demographic characteristics that have an impact on people who use smartphones. Future studies may be undertaken by shifting the focus from perceived to real employee behavior.

Author Biographies

Sami Ullah, Shihezi University, Xinjiang, China.

School of Economics and Management, Shihezi University, Xinjiang, China.
Abdul Waqar, Shihezi University, Xinjiang, China.

School of Economics and Management, Shihezi University, Xinjiang, China.
Muhammad Tariq Jamshed, National College of Business Administration and Economics Lahore (Sub-Campus Multan), Pakistan.

National College of Business Administration and Economics Lahore (Sub-Campus Multan), Pakistan.
Junaid Ahmad Zia, Zhongnan University of Economics and Law, Wuhan, China.

Zhongnan University of Economics and Law, Wuhan, China.
Muhammad Zeeshan, Shihezi University, Xinjiang, China.

School of Economics and Management, Shihezi University, Xinjiang, China.

References

Abu-Shanab, E. A., & Ala'a, N. (2014). Using and buying mobile phones in Jordan: Implications for future research and the Development of New Methodology. Technology in Society, 38, 103-110.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Alfred, O. (2013). Influences of price and quality on consumer purchase of mobile phone in the Kumasi Metropolis in Ghana a comparative study. European Journal of Business and Management, 5(1), 179-198.

Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer's purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643.

Balaji, M. S., Khong, K. W., & Chong, A. Y. L. (2016). Determinants of negative word-of-mouth communication using social networking sites. Information & Management, 53(4), 528-540.

Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant. Procedia-Social and Behavioral Sciences, 222, 324-331.

Begum, V. (2015). Effects of Kellogg's Nutritional Label on Consumer Buying Behaviour in Dubai, UAE. Procedia-Social and Behavioral Sciences, 211, 1195-1202.

Bosnjak, M., Ajzen, I., & Schmidt, P. (2020). The theory of planned behavior: Selected recent advances and applications. Europe's Journal of Psychology, 16(3), 352.

Chaudary, M. W. T., Ahmed, F., Gill, M. S., & Rizwan, M. (2014). The determinants of purchase intention of consumers towards counterfeit shoes in Pakistan. Journal of Public Administration and Governance, 4(3), 20-38.

Chow, W. S., & Chen, Y. (2009). Intended belief and actual behavior in green computing in Hong Kong. Journal of computer information systems, 50(2), 136-141.

Chris Yang, H., Liu, H., & Zhou, L. (2012). Predicting young Chinese consumers' mobile viral attitudes, intents and behavior. Asia Pacific Journal of Marketing and Logistics, 24(1), 59-77.

Das, G. (2014). Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check. Journal of Retailing and Consumer Services, 21(4), 561-569.

Gidlöf, K., Anikin, A., Lingonblad, M., & Wallin, A. (2017). Looking is buying. How visual attention and choice are affected by consumer preferences and properties of the supermarket shelf. Appetite, 116, 29-38.

Husain, I., Qureshi, A. A., & Hussain, N. (2019). The economy of modern Sindh: opportunities lost and lessons for the future. Oxford University Press.

Jones, A. B., Brown, N. A., Serfass, D. G., & Sherman, R. A. (2017). Personality and density distributions of behavior, emotions, and situations. Journal of Research in Personality, 69, 225-236.

Jun, S. P., & Park, D. H. (2016). Consumer information search behavior and purchasing decisions: Empirical evidence from Korea. Technological Forecasting and Social Change, 107, 97-111.

Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.

Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011-1036.

Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229.

Liu, A., & Niyongira, R. (2017). Chinese consumers' food purchasing behaviors and awareness of food safety. Food Control, 79, 185-191.

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.

Moser, A. K. (2016). Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389-397.

Nittala, R. (2015). Factors influencing online shopping behavior of urban consumers in India. International Journal of Online Marketing (IJOM), 5(1), 38-50.

Özdemir, A., Tozlu, E., Şen, E., & Ateşoğlu, H. (2016). Analyses of word-of-mouth communication and its effect on students’ university preferences. Procedia-Social and Behavioral Sciences, 235, 22-35.

Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., & Ali, S. M. (2016). Factors influencing purchasing intention of smartphone among university students. Procedia Economics and Finance, 37, 245-253.

Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.

Rasheed, A., Farhan, M., Zahid, M., Javed, N., & Rizwan, M. (2014). Customer’s purchase intention of counterfeit mobile phones in Pakistan. Journal of Public Administration and Governance, 4(3), 2161-7104.

Rehman, F. U., Bin Md. Yusoff, R., Bin Mohamed Zabri, S., & Binti Ismail, F. (2017). Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: a case of fashion industry. Young Consumers, 18(4), 408-424.

Rizwan, M., Javed, M. A., Khan, M. T., Aslam, M. T., Anwar, K., Noor, S., & Kanwal, W. (2004). Asian Journal of Empirical Research. Asian Journal of Empirical Research, 3(2), 118-134.

Sata, M., & Belete, S. (2013). Determinants of Consumers’ Purchase Decision for Mobile Phone Devices. Journal Lecturer in Management.

Simpson, J. A., Griskevicius, V., & Rothman, A. J. (2012). Consumer decisions in relationships. Journal of Consumer Psychology, 22(3), 304-314.

Singh, A., & Verma, P. (2017). Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of cleaner production, 167, 473-483.

Tang, Y., Wang, X., & Lu, P. (2014). Chinese consumer attitude and purchase intent towards green products. Asia-Pacific Journal of Business Administration, 6(2), 84-96.

Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460-469.

Weber, J. (2019). Understanding millennials’ integrated ethical decision-making process: Assessing the relationship between personal values and cognitive moral reasoning. Business & Society, 58(8), 1671-1706.

Wei, Y., & Zhao, J. (2016). Designing robot behavior in human robot interaction based on emotion expression. Industrial Robot: An International Journal, 43(4), 380-389.

Wongleedee, K. (2015). Marketing mix and purchasing behavior for community products at traditional markets. Procedia-Social and Behavioral Sciences, 197, 2080-2085.