Özet:

The purpose of this study was to identify the social as well as personal factors that force consumer buying intentions towards electronic gadget. To achieve the objective of the study, survey was conducted. The collected data was analyzed through regression analysis to determine the casual relationship of consumer identities and consumer buying intentions. The major results of this study were: a significant and positive relationship between social identity and purchase intention; a positive but partially significant relationship between personal identity and purchase intention; product involvement significantly and positively moderates the relationship of social identity, and purchase intention and price consciousness significantly moderates the relationship of personal identity and purchase intention. Pervious researches mainly focused on the effect of motivational factors like perceived usefulness, commitment and satisfaction of consumer behavior, and very few considered the social or personal influence on purchase intention. This study tries to fulfil this gap by investigating the effect of social and personal identity on buyer’s intention. Key Words: Buying Intention, Electronic Gadgets, Social Identity, and Personal Identity.

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