Mediating Role of Technology-enabled Applications in the Purchase Intention of Buyers for Electronics

Abstract

The paper intends to explore the effect of technology-enabled applications which induce social enjoyment on consumers’ buying intention for electronic products promoted through influencers. This is essential because technological advancements have pushed companies to have well-operational and navigational applications which are user-friendly. These user-friendly technologically driven websites enable customers to enjoy their purchase journey socially.  The paper uses purposive Sampling as a sampling technique to carry out this study. The paper has used a questionnaire designed to collect the respondents' responses through electronic media. Google forms were sent to the respondents to ensure data collection The Exploratory Factor Analysis is applied to a sample of 299 respondents to conduct the analysis. The paper shows that technology-enabled applications enable and increase customers' urge to shop more within their comfort zone. Having a great navigational application creates a positive attitude towards the product and customers feel like staying on the website for longer than usual time. Having a positive attitude leads to a feeling of intention to purchase the product in e-commerce for electronic products.