Changing the Attitude of Pakistani Females toward Mobile Phones’ Perceived Innovation
Changing the Attitude of Pakistani Females toward Mobile Phones’ Perceived Innovation

Summary/Abstract: Objective: Perceived innovation is considered a significant predictor of purchase intention. This study explores the influence of perceived innovation on purchas- ing intention and the mediating role of perceived quality, especially for female consumers. The impact of four dimensions of perceived innovation on purchase intention is studied separately.Methodology: A survey of 227 female respondents revealed that female attitudes toward innovation have changed. The hypothesized relations were tested with a sample of 227 respondents by applying different statistical tests. Mediation analysis was conducted by using process macro.Findings: The study results show that four dimensions of perceived innovation positively influence purchase intention. Perceived quality significantly mediates all relationships. There exists partial mediation in all relationships.Value Added: The study analyses a valuable part of the growing cell phone market in Pakistan, and the methodology can be used for broader research.Recommendations: The study suggests that marketers can develop innovative marketing and service strategies to attract more females. Further, the focus should be placed on product innovation and technology innovation.

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