Unveiling the cultural tapestry: exploring gender dynamics in embracing digital technology brands among the Y Generation in Saudi Arabia: a social structure theory and luxury value model perspective

Abstract The main aim of the study is to investigate the factors influencing the adoption of digital technology brands in Saudi Arabia, a country experiencing rapid digital transformation and cultural shifts, which necessitates a deeper understanding of consumer perceptions shaped by financial, functional, individual, and social dimensions. This study explores the factors influencing the adoption of digital technology brands in Saudi Arabia. Data was collected through an online survey from a broad sample of 523 participants, providing insights across the country’s diverse regions. The analysis was conducted using SPSS version 25 for demographic insights and structural equation modeling with partial least squares (SEM-PLS PLS-SEM) to examine the relationships among various factors. The study tested twelve hypotheses to assess the impact of financial, functional, individual, and social dimensions on digital technology brand adoption. The results confirmed that individual and social dimensions play a crucial role in the adoption of digital technology brands in Saudi Arabia, while financial and functional dimensions pose challenges. The study also examined the moderating effects of cultural and gender factors, with some hypotheses supported and others not. These findings offer valuable insights into consumer behavior within the Saudi digital technology market, emphasizing the importance of culturally tailored marketing strategies. The study suggests that future research should focus on expanding demographic diversity and employing longitudinal methods to better understand the changing attitudes of consumers.