Exploring the Impact of Smartphone Addiction and Mobile App Features on purchasing behavior: A Study of Pakistani Mobile Shoppers

In recent years, there has been a significant increase in digital interactions facilitated by new communication technologies. The pervasive use of smartphones and electronic devices in our daily lives has led to the emergence of addictive behaviours. To understand how individuals engage with mobile apps and the impact of various app functionalities on smartphone addiction and purchasing behaviour, we explored social cognition and attachment theories. Through an online survey involving 315 mobile app users in Pakistan, we investigated this phenomenon. Using partial least squares structural equation modelling, we analysed the collected data. Our findings revealed relations between smartphone addiction and perceptions related to privacy, security, personalization, contextual offers, and retailer reputation within these apps. Additionally, we observed that smartphone addiction and app incentives were influential in encouraging both intentions to purchase through mobile apps and frequent buying. These findings highlight the potential for businesses to foster stronger relations between retailers and consumers by understanding and optimizing mobile app features. This study provides valuable insights for professionals looking to effectively manage the mobile app environment within their organizations.