Emerging digital technologies and consumer decision-making in retail sector: Towards an integrative conceptual framework
Access Status
Embargo Lift Date
Date
2023Type
Metadata
Show full item recordCitation
Source Title
ISSN
Faculty
School
Collection
Abstract
This paper explores the influence of digital technologies on the consumer decision-making in retail sector with two online survey-based studies. Study 1 identifies unique attributes of six digital technologies, including two current (Internet and Mobile Platform) and four emerging (Artificial Intelligence, Augmented, Mixed and Virtual Reality) technologies. Study two focuses on older consumers to understand their decision-making process when shopping for products or services using new digital technologies. We extend the AISAS (Awareness, Interest, Search, Action, and Sharing) model to show that with digital technologies, consumer decision journey is no longer linear. For example, attention can lead directly to action, without going through the interest or search stages. Similarly, purchase can lead to sharing that may lead to loyalty and psychological engagement, and reinforce attention. We found no significant difference in these effects between older and younger consumers. Besides providing useful insights about consumer decision-making process with emerging digital technologies for future academic researchers, these results also give useful ideas to marketing practitioners interested in introducing these emerging technologies to deliver superior value to their customers.
Related items
Showing items related by title, author, creator and subject.
-
Xavier, Patrick; Kallinikios, J. (2011)The cognitive decision-making processes examined by behavioural economics help explain why consumer behaviour can deviate from that predicted by conventional economic theory. This paper indicates how a better understanding ...
-
Intrapairot, Arunee (2000)The main objective of this study is to develop requisite models for information and communication technology (ACT) adoption and diffusion in the banking industry in Thailand. The research, combining two study areas of ...
-
Lai, W.; Woodside, Arch (2015)Purpose – The purpose of this paper is to help interfirm-collaborating cluster (ICC) executives examine the relevance of alternative decision rules in practical business contexts. Multi-party-implemented strategies and ...