## 1 Introduction  
Looking back on its history, the consumer has evolved differently from the 1950s to the 2000s, reflecting a range of rational economic perspectives and more complex approaches, including psychology, sociology, and other social disciplines. In the 1950s and 1960s, consumers were seen as \"rational information processors\" and their purchasing decisions were seen as logical and economic [1]. This period introduced models of buyer behavior based on cognitivism effectively to improve marketing strategies and address consumer preferences through rational analysis. Since the 1980s, new perspectives, influenced by \"behavioral economics\" and experiential theory, have emerged, challenging the idea of pure rationality. Consumers were increasingly seen as individuals motivated by emotions and experiences rather than rational calculations [2]. This led to more varied research methods, including interpretative, ethnographic, and introspective approaches to explore the symbolic and emotional meanings of consumption. By the 2000s, the scope of research had broadened to include not only managerial utility, but also the value of knowledge itself, by exploring consumer behavior from a multidisciplinary perspective [3]. This has opened the way to understanding consumers as complex beings whose behavior is influenced by psychological, social, and cultural factors, not just economic ones [4]. Consumer behavior has changed considerably in recent years as a result of today's digital marketplace, which creates opportunities as well as challenges to develop a sustainable marketing strategy. How individuals, groups, or organizations satisfy their needs through the purchase, use, and disposal of products, services, or experiences that describe consumer behavior [5]. Most often, purchasing decisions are driven by emotional, social, or psychological processes. In m-commerce, smartphones have started to play a crucial role as mobile internet penetration has increased and applications dedicated to online shopping have developed. In the beginning, users used their mobile phones for limited activities, such as checking emails, or accessing websites. However, as technology has advanced and mobile internet speeds have increased, smartphones have become essential tools for searching, comparing, and buying products. Smartphones have evolved from simple communication devices to advanced tools that have revolutionized many aspects of everyday life, including e-commerce. The first smartphone models appeared in the late 1990s and early 2000s, but their true popularity was triggered in 2007 with the launch of the iPhone by Apple, which redefined the concept of a mobile phone by integrating an advanced operating system, internet connectivity, and an easy-to-use interface [6]. Technology and affordability have turned smartphones into focal points for digital activities. Today, smartphones are an essential pillar of m-commerce, allowing users to access global marketplaces, make instant payments, and receive real-time updates on products and services [7]. In addition, emerging technologies such as artificial intelligence and augmented reality are integrating smartphones even more deeply into the m-commerce ecosystem, offering personalized and interactive shopping experiences. Consumers' willingness to buy a product is expressed by intention that represents a consumer's preliminary plan to purchase specific products within a range, highlighting individual preferences for particular products and the prioritization of available options. The consumers' decision-making process starts with identifying a product need, followed by searching for relevant information, evaluating the options, making the actual purchase, and finally providing feedback on the experience [8]. The diversity of brands, models, and designs available on the market makes choosing a smartphone, a complex process for consumers.