The Mediating Role of Behavioral Brand Loyalty in the Effect of Consumer Innovation Barriers on Online Smartphone Purchase Intention

This study aims to determine the mediating role of behavioral brand loyalty in the effect of consumer innovation barriers on online smartphone purchase intention. For this purpose, a field research was conducted with Antalya Belek University students between 15 February and 15 March 2025. In this study, face-to-face survey forms were used to collect 485 data points. The data were analyzed using the Jamovi statistical software. The results of the study indicated that behavioral brand loyalty has a direct and significant effect on online smartphone purchase intention. However, among the consumer innovation barriers, the Usage Barrier, Value Barrier, Risk Barrier, Image Barrier, Pleasure Barrier, and Dominance Barrier were found to have a negative and significant impact on online smartphone purchase intention. Furthermore, the mediating effect of behavioral brand loyalty on the relationship between these barriers and online smartphone purchase intention also yielded negative and significant results.