PSYCHOLOGICAL, SOCIAL, ECONOMIC DETERMINANTS OF BUYING BEHAVIOR: MODERATING INCOME, LITERACY ON PRICE, BRAND, REVIEWS

Authors

  • Amama Tehseen Department of Business Administration, University of Sialkot, Sialkot, Pakistan
  • Inam Ullah Khan Assistant Professor, Department of Business Administration, University of Sialkot, Sialkot, Pakistan
  • Malaika Manzoor Department of Business Administration, University of Sialkot, Sialkot, Pakistan
  • Kainat Department of Business Administration, University of Sialkot, Sialkot, Pakistan

DOI:

https://doi.org/10.63878/cjssr.v3i4.2468

Keywords:

Customer Buying Decision, Digital literacy, price Sensibility, brand image, social influence, convenience, income level, PLS-SEM, Pakistan.

Abstract

The research explores psychological, social and economic factors of customer purchase decisions (CBD) in the consumer electronics B2C market in Pakistan. The results of the study are based on fourteen hypotheses that test the direct effects of price sensitivity (PS), brand image (BI), social influence (SI) and the convenience (CONV) on both digital literacy (DL) and CBD, as well as, the mediating role of digital literacy (DL) and moderating role of income level (IL) on the relationship between digital literacy (DL) and CBD. Empirical support is provided to all the paths that have been hypothesized. The digital literacy is a strong mediator (= 0.621, p <.001) and the income level plays a key role in mediating the DL and CBD relationship (= 0.364, p <.001). The model explains 58.5% and 63.6% variance of CBD and DL, respectively.

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Published

2025-12-29

Issue

Vol. 3 No. 4 (2025): Contemporary Journal of Social Science Review

Section

Articles

License

Copyright (c) 2025 Contemporary Journal of Social Science Review

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

PSYCHOLOGICAL, SOCIAL, ECONOMIC DETERMINANTS OF BUYING BEHAVIOR: MODERATING INCOME, LITERACY ON PRICE, BRAND, REVIEWS. (2025). Contemporary Journal of Social Science Review, 3(4), 1969-1978. https://doi.org/10.63878/cjssr.v3i4.2468