The Impact of Smartphones on Purchasing Behavior in the Healthcare: Insights from the Theory of Planned Behavior

Abstract

This study investigates the influence of personality, behavioral patterns, and perceived behavior on purchase intention and their subsequent impact on purchase. Data were collected from 310 respondents in Delhi/NCR, India between January and March 2024. Regression analysis showed that all three factors with the best model rules could predict a good purchase. Furthermore, purchase intention was shown to have a positive impact on purchase behavior, highlighting the importance of intention as a leader in actual decision making. The findings provide insights for marketers to develop strategies that bridge the gap between emotions and actual purchasing behavior.