Nasser A. Saif Almuraqab, Wathiq Mansoor
This research aims to look at the variables that affect UAE customers' purchasing intention for smartphones, including brand image, pricing concerns, product features, and social influence. The data was gathered using a convenience sample technique and a self-administered internet questionnaire. A total of 175 samples were analyzed using a PLS-SEM method. The results showed strong connections between all factors and purchasing intention, namely brand image, social influence, product features, and pricing concern, all affect smartphone purchasing decisions. This study is critical for smartphone producers, managers, advertisers, and decision-makers to understand better how consumers got influenced in order to purchase their smartphones. Due to the fact that UAE is leading in ICT development among Middle East Arab nations and has a very high smartphone penetration rate among its citizens. Consequently, this is important for smartphone manufacturers. This research offers a verified framework based on existing literature that may have an effect on smartphone purchasing intention among consumers in the United Arab Emirates.