The relationship of social influence, social needs and convenience and smartphone dependency / Mohamad Fadhil Laudin

Smartphones is a device that can do a task like a laptop or desktop but in a smaller scale of device. Smartphones nowadays not only can making or received call but instead include the various useful of features that can make people life easier. You can send email without sit in front of the computer, you can take a good picture without using a digital camera and you can even watch a movie without going to cinema. This study aims to understands the relationship between social influence, social needs and convenience and smartphone dependency. Data analysis were based on 208 valid questionnaire that were collected among consumer in Kota Kinabalu, Sabah. The result from Multiple Regression Analysis shows that, social needs and convenience significantly influence the smartphone dependency among consumer in Kota Kinabalu, Sabah. Therefore, indicating that these two factors are important to influence dependency on the smartphone. Based on the results, marketers could focus on creating dependency among consumers on smartphone usage based on the consumers’s social needs and convenience, which eventually will promote consumer to buy and use smartphone.