Impact of Disruptive Technological Innovation on Consumer Behavior

Authors

  • Nimra Wasim MBA Student, Karachi University Business School, University of Karachi, Sindh, Pakistan.
  • Dr. Sohaib Uz Zaman Assistant Professor, Karachi University Business School, University of Karachi, Sindh, Pakistan.
  • Syed Hasnain Alam Researcher, Karachi University Business School, University of Karachi, Sindh, and Department of Business Administration, Emaan Institute of Management and Sciences, Karachi, Sindh, Pakistan.

DOI:

https://doi.org/10.62843/jssr.v6i1.695

Keywords:

Disruptive Technological Innovation, Consumer Behavior, Behavioral Intention,, Perceived Value, Trust, Attitude, Digital Literacy,, PLS-SEM

Abstract

This paper considers how disruptive technological innovation affects consumer behavior, in the light of the increasing need to know how emotional and cognitive aspects of decision-making influence technology-driven decision-making. Structured survey was used as a measureable, cross-sectional investigation design to gather the data of digital consumers. The study used the Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized conceptual framework, with mediation and moderation effects of major constructs. The results reveal that attitude (β = 0.385, p < 0.001), trust (β = 0.290, p < 0.001), and perceived value (β = 0.202, p < 0.05) significantly influence behavioral intention, which strongly predicts consumer behavior (β = 0.859, p < 0.001). Perceived novelty and enjoyment are significant indirectly, whereas perceived usefulness is not that significant. The moderating result of digital literacy was create to be not important. The research is valuable as it combines TAM, TPB, and SOR into a single framework and emphasizes the prevalence of emotion-based motivation over functionality considerations. It offers useful considerations on how to create and design interactive, trust-based online experiences and recommends research on other moderators.

Author Biography

  • Syed Hasnain Alam, Researcher, Karachi University Business School, University of Karachi, Sindh, and Department of Business Administration, Emaan Institute of Management and Sciences, Karachi, Sindh, Pakistan.

    Corresponding Author: hasnainalam@gmail.com

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Published

2026-03-30

Issue

Vol. 6 No. 1 (2026): Issue 1

Section

Articles

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How to Cite

Impact of Disruptive Technological Innovation on Consumer Behavior. (2026). Journal of Social Sciences Review, 6(1), 223-236. https://doi.org/10.62843/jssr.v6i1.695