## 1 Introduction
### Theoretical Perspectives on Consumer Smartphone Buying Behavior  
Our study focuses on consumer decision-making in smartphone purchasing, examining key variables such as brand preference, price sensitivity, and online vs. offline purchasing behavior. To strengthen our research, we have incorporated a behavioral economic perspective within the study, linking our findings to established theories that align with consumer behavior in digital retail. To address this concern, we have included discussions on the following two guiding theoretical frameworks: Theory of Planned Behavior and the Consumer Decision-Making Process Model.  
To understand the psychological factors influencing consumers' smartphone purchase behavior, this study is based on the Theory of Planned Behavior (TPB) proposed by [PERSON] (1991) [13]. TPB provides a sound theoretical framework for exploring the relationships between attitudes, social norms, and perceived behavioral control, highlighting how these variables influence intention and actual purchase behavior. This approach is essential in the context of e-commerce and consumer preferences in the m-commerce era.  
Using the Theory of Planned Behavior, [PERSON] [14] studied smartphone purchasing behavior in the digital economy. Key factors identified in smartphone choice include warranty, camera resolution, quality, price, and battery life. Also, [PERSON] [15]conducted a systematic review of 118 consumer behavior studies based on the Theory of Planned Behavior, its components, and extensions, identifying an increased interest in consumers' environmental consumer behavior and food purchase intention. Also, [PERSON] [16] investigated consumers' online purchase intention using the theory of planned behavior through descriptive statistics and regression analysis, showing that perceived behavioral control has a stronger influence on online purchase intention than subjective attitudes and norms. [PERSON] et al. [17] investigated the correlations between users' attitudes, social norms, perceived behavioral control, and purchase behaviors based on the Theory of Planned Behavior (TPB).  
This study applies the Theory of Planned Behavior (TPB) to investigate consumers' intentions to purchase smartphones online. TPB assumes that behavioral intentions, determined by attitudes, subjective norms, and perceived behavioral control, underly actual behavior. To this end, we hypothesized and collected relevant data through a questionnaire administered to a sample of 456 respondents. Statistical analysis was conducted to determine the extent to which these components influence online purchasing decisions.  
The Technology Acceptance Model (TAM) [14] also highlights how perceptions of usefulness and ease of use influence the adoption of new technologies. In our context, TAM helps to explain how consumers adopt e-commerce platforms for smartphone purchases, considering factors such as digital experience, user interface, and the influence of online reviews.  
It also analyzed the Technology Acceptance Model and its extension TAM2 [18], which explains consumers' acceptance of technology, including factors such as social norms and image. Originally applied in domains such as email and online learning, these models are recently being used to study smartphone user behavior. Another study [19] analyzed how TAM factors and social influences affect the purchase intention of Digikala app users, revealing that age influences the relationship between perceived usefulness and attitude.  
The TAM was used to assess online purchase intention, taking into account factors such as perceived usefulness and perceived ease of use of e-commerce platforms. The hypotheses were tested based on a questionnaire administered to a sample of 456 respondents, and the analysis was performed using logistic regression and Chi-square tests.