Emerging digital technologies and consumer decision-making in retail sector: towards an integrative conceptual framework

Article


Sharma, P., Ueno, A., Dennis, C. and Turan, P. 2023. Emerging digital technologies and consumer decision-making in retail sector: towards an integrative conceptual framework. Computers in Human Behavior. 148. https://doi.org/10.1016/j.chb.2023.107913
TypeArticle
TitleEmerging digital technologies and consumer decision-making in retail sector: towards an integrative conceptual framework
AuthorsSharma, P., Ueno, A., Dennis, C. and Turan, P.
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.

KeywordsArtificial intelligence; Augmented reality; Consumer decision-making; Digital technologies; Mixed reality; Virtual reality
Sustainable Development Goals3 Good health and well-being
Middlesex University ThemeHealth & Wellbeing
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherElsevier
JournalComputers in Human Behavior
ISSN0747-5632
Electronic1873-7692
Publication dates
Online08 Aug 2023
PrintNov 2023
Publication process dates
Submitted10 Mar 2023
Accepted08 Aug 2023
Deposited21 May 2024
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1016/j.chb.2023.107913
LanguageEnglish
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