## 4 Discussion
The findings for Hypothesis H3 suggest that men are more likely to purchase smartphones online compared to women, contradicting the assumption that online shopping behavior is independent of gender. This result is consistent with previous research [3], which highlights that men are generally more confident in m-commerce environments, often perceiving online shopping as more efficient and convenient. On the other hand, women may still prefer in-store purchases due to the ability to physically test the product before purchase. This finding has practical implications for m-commerce platforms, which could improve their online shopping experience for female consumers by offering more detailed product images, interactive features, and augmented reality testing options. This analysis indicates that gender influences the online purchase of a smartphone, and men are more likely to buy online compared to women. Thus, Hypothesis H3 is rejected as there is statistical evidence suggesting a significant relationship between gender and online purchasing behavior. Therefore. hypothesis H1 regarding gender differences in the maximum price of a smartphone was accepted, indicating that there is no significant difference between men and women in this regard. Hypothesis H2 on the independence between gender and Apple brand usage was rejected, showing that there is a significant relationship and females are more likely to use Apple. Hypothesis H3 on the independence between gender and preference for purchasing a smartphone online was rejected, indicating that men are more likely to purchase a smartphone online than women. These results contribute to a better understanding of the dynamics of consumer behavior and can be used in the marketing strategies of technology and m-commerce companies. Table 13 summarizes the final results of the hypotheses and their comparison with previous research. \begin{table}
\begin{tabular}{c c c} \hline \hline
**Hypothesis** & **Result** & **Comparison with Previous Research** \\ \hline \(H1\): No difference in maximum smartphone price availability by gender. & _Accepted_—No significant difference in maximum price availability was found between men and women. & Similarly to studies indicating that price sensitivity does not differ significantly by gender [39]. \\ \hline \(H2\): No difference in Apple brand preference by gender. & _Rejected_—A significant relationship was found; females are more likely to use Apple than males. & Unlike some studies that suggest that brand preference is independent of gender, this study aligns with research showing that women prefer Apple due to perceived quality and status [1]. \\ \hline \(H3\): No difference in online smartphone purchases by gender. & _Rejected_—A significant relationship was found; men are more likely to buy smartphones online than women. & Consistent with previous research indicating that men are more likely to engage in online shopping for technology products due to the perceived ease and confidence of m-commerce [3]. \\ \hline \hline \end{tabular}
\end{table} 
Table 13: Hypotheses results and their comparison with previous research. The results of this study emphasize that consumer buying behavior in the smartphone market is influenced by several factors beyond gender, such as brand perception, trust in technology, and shopping habits. Future research could explore additional factors influencing smartphone purchase behavior, such as trust in online platforms, social influence, and technological literacy, to develop a more comprehensive understanding of consumer preferences in the digital age.