The Effect of Emotional Support, Informational Support and Digital Support on Continuous Purchase Intention: A Study on Smartphone Industry of Pakistan

Abstract

This study has focused mainly on identifying the effect of emotional support, informational support, and digital support on continuous purchase intention in smartphone industry of Pakistan. This study has considered emotional support, informational support, and digital support, as independent variables. Whereas, continuous purchase intention has been considered as the dependent variable in this study. However, this study has finalized smartphone industry of Pakistan to testify the relationship between variables mentioned above. The major emphasis in this study has been on exploring the relationship between emotional support, informational support, and digital support (independent variables) and continuous purchase intention (dependent variable) in smartphone industry of Pakistan. To prove this relationship, a survey has been conducted through a structured questionnaire regarding this literature, in which customers associated with smartphone industry of Pakistan, have been requested to share their experiences by filling the questionnaires. Then, to identify the results on data gathered from the respondents, statistical instruments have been used. Some of the statistical instruments used in this study includes descriptive frequencies, reliability, correlation, regression, etc. Results derived through statistical instruments have shown that there exists a significant relationship between emotional support, informational support, and digital support (independent variables) and continuous purchase intention (dependent variable) in smartphone industry of Pakistan. Conclusively, it can be said that emotional support, informational support, and digital support positively effects continuous purchase intention in smartphone industry of Pakistan.