Generation Z's Smartphone Purchase Intentions and Behaviors: A Study Amongst Malaysian Higher Education Students

Abstract

This study examines Generation Z students' smartphone buying intentions at Malaysian higher education institutions. The Theory of Planned Behavior (TPB) was chosen for its usefulness in studying Malaysian smartphone buying intentions. The study evaluates smartphone purchase intentions based on key factors such as attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC), and perceived enjoyment (PE). This quantitative study collected data via survey questionnaires. Malaysian higher education Generation Z students are the targeted population. An analysis of 384 completed surveys was done. The study found that perceived usefulness, ease of use, subjective norms, product features, brand image, perceived price, and social influences from friends, family, coworkers, and society affect young consumers' smartphone purchase intentions. The results shed light on Generation Z students' smartphone buying intentions in Malaysian higher education institutions. Smartphone makers will use the findings to understand Generation Z's smartphone buying habits. The study may also encourage corporations to promote their products and services to Generation Z and improve product features to fit their wants, boosting brand loyalty and sales. This study provides new insights into Generation Z students' smartphone buying intentions in Malaysian higher education institutions. It addresses several underlying issues and gives smartphone marketers real insights into how different elements affect consumer experiences and buying behavior. This helps us understand Generation Z's smartphone buying intentions.