Identifying the Factors Influencing Youths Decision in Afghanistan for the Purpose of Smartphone Purchasing

Abstract

The current study aims to investigate the variables influencing customer intent to purchase smartphones and to smooth the way and increase investor interest in investing in Afghanistan considering the identified factors (Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features). Data was collected through a Google Forms structured questionnaire, which was developed from previous studies, using a 5-point Likert scale. This study determined that a sample size of 800–1000 respondents would be appropriate for the survey; 892 replies in all were gathered. The factor analysis test was applied to test the variables' validity. In the study, Binary Logistic Regression Analysis (LR) was performed to assess whether there is a significant relationship between smartphone purchasing decisions and the following factors: Subjective Norm, Personal Factor, Operational Factor, Software Performance, and Product Physical Features. The research showed that there is a significant relationship between the mentioned factors and smartphone purchase decisions. There are a variety of elements that influence consumers' intentions to buy smartphones, but subjective norms, personal factors, operational factors, software performance, and physical features are the factors that drive consumers to purchase.