Factors Affecting Malaysian Consumers’ Purchase Intentions of Mobile Devices: An Integration of the Theory of Planned Behaviour and Technology Acceptance Model

This study uses the Theory of Planned Behaviour (TPB) and the Technology Acceptance Model (TAM) to explore the reasons behind consumers' purchasing decisions in the mobile device category. Despite the growing smartphone market and media hype, consumers face social dilemmas and exhibit irrational buying behaviour influenced by emotions and external expectations. A quantitative research method, utilising a voluntary online questionnaire for data collection, was employed in this study. Data was statistically analysed using the IBM Statistical Package for Social Sciences (SPSS). The study employs convenience and random sampling methods, drawing 200 respondents, including current students and alumni, from an Association to Advance Collegiate Schools of Business (AACSB)- accredited university in Sarawak. The study finds that attitude has the strongest correlation with purchase intention (r = 0.565), while perceived behavioural control has the weakest (r = 0.322). Consumers' purchase decisions for smartphones and tablets are primarily influenced by their attitudes. Significant relationships were also found between subjective norms, perceived usefulness, and purchase intention. This study is valuable for both academics and industry marketers, aiding in understanding consumer purchase intentions for smartphones and tablets and maintaining business competitiveness.