Consumer Flocking Behaviour and Its Impact on Purchase Intentions in the Technology Sector: The Mediating Role of Brand Trust and Perceived Risk

This article studies the relationship between consumer flocking behaviour (CFB), product knowledge (PK), brand trust (BT), perceived risk (PR) and purchase intention (PI) in the technology sector to examine the dynamics of consumer behaviour. A structured questionnaire was used to collect data by a quantitative method and analysed through confirmatory factor analysis and structural equation modelling. It has been found that there are strong positive correlations among the constructs, with PK and BT showing a positive correlation with CFB, which in turn positively correlates with PI. The study also reveals how increased BT reduces PR and encourages purchase decisions. The findings are in line with previous studies on the importance of trust in consumer behaviour. The study empirically confirms the relations between the constructs and adds to the theoretical perspective for future research on consumer behaviour. From a managerial perspective, the study indicates that marketers should develop PK and BT to facilitate consumer interaction and reduce PR. Within a competitive market, mechanisms to facilitate education and instil trust may result in significant increases in PI and the establishment of loyalty.