Exploring the Mediating Role of Product Features in Smartphone Purchase Intentions among Bangladeshi University Students

Background: This study explores the mediating role of product features in influencing smartphone purchase intentions among university students in Bangladesh. It focuses on how brand image and price affect purchase intention, with product features serving as a mediator in this relationship, utilizing a mediation model.

Objective: The aim is to identify the factors that directly influence purchase intention and assess how mediation among these factors shapes consumer behavior.

Methodology: A total sample of 170 university students was selected through the judgment sampling technique. The data were analyzed using a mediation model to explore the relationships between purchase intentions, brand image, price, and product features. A multivariate analysis technique known as Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships.

Results: The findings reveal that among the three factors studied, only product features significantly and directly influenced purchase intention. Moreover, product feature was found to fully mediate the relationship between price, brand image, and purchase intentions. This indicates that while price and brand image do not have a direct impact on purchase intentions, their effects are channeled through the perception of product feature.

Managerial Implication: Smartphone brands targeting Bangladeshi university students should focus on improving product features to increase purchase intentions. While price and brand image matter, their impact is mainly mediated by product features, highlighting the importance of offering innovative and appealing characteristics to attract this consumer group.