The Effect of Online and Offline Social Information on Smartphone Purchase Decision: The Case Study of Generation Z in Phnom Penh

Online and offline social information are widely used as marketing tools to increase awareness of products and services, strengthen the customer‒business relationship, and importantly, to influence purchase decisions. The aim of this study was to examine the relationships among brand image, product features, price, perceived quality, online social information, and offline social information in relation to smartphone purchases, and to identify the most important factor influencing customer purchasing decisions. The study was conducted on 244 participants from Generation Z. Six research hypotheses were tested using automatic linear analysis structural equation modeling and hierarchical regression in SPSS 25. The regression analysis results significantly supported the six hypotheses.