The Impact of E-Shopping Preference, Internet Involvement and Lifestyle Factors on High-Tech Products Adoption in Iran

This study examines the impact of e-shopping preference, internet involvement, and lifestyle factors on the adoption of high-tech products in Iran, utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework. The research highlights how digital engagemen—specifically online shopping behavior, internet usage habits, and broader lifestyle attributes—influences consumer perceptions and intentions toward technological adoption. Data was collected from 227 participants in Tehran through an online survey and analyzed using Structural Equation Modeling (SEM) via the AMOS program. The findings reveal that internet involvement, along with other lifestyle factors, significantly influence consumers' performance expectancy, social influence, and facilitating conditions, ultimately affecting their intention to adopt hightech products. The results suggest that marketers should leverage insights from internet-driven consumer engagement to develop more effective digital strategies that enhance adoption rates. This study contributes to the literature by demonstrating how digital and lifestyle-related factors shape consumer decisions in an evolving technological landscape.