Consumers have become highly dependent on smart phones which they can use when
they commute, relax at home, travel overseas and so on (Genova, 2010). Consumers are
perceived to be dependent on their smart phones when they view them as a necessity
and have strong propensity for continuous high usage, being engaged and unwilling to
part from them (Tian et al., 2009). Thus, consumers’ expectations for future purchase
behaviour will be affected by their past experience as they are heavily dependent
on smart phones because of the underlying motives (Kuhlmeier and Knight, 2005).
Suki and Suki (2007) found that heavy mobile phone users possess a higher level of
knowledge, have more social participation, maintain extensive interpersonal networks
and have contact with people not only within the social system but also outside it.
This is supported by Peterson and Low (2011) who stated that student look at
web sites, check their e-mail and use social networking sites such as Facebook and
Twitter most often.