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Lookup NU author(s): Professor Charles DennisORCiD
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
© 2023 Elsevier Ltd. 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.
Author(s): Sharma P, Ueno A, Dennis C, Turan CP
Publication type: Article
Publication status: Published
Journal: Computers in Human Behavior
Year: 2023
Volume: 148
Print publication date: 01/11/2023
Online publication date: 08/08/2023
Acceptance date: 08/08/2023
Date deposited: 19/11/2024
ISSN (print): 0747-5632
ISSN (electronic): 1873-7692
Publisher: Elsevier Ltd
URL: https://doi.org/10.1016/j.chb.2023.107913
DOI: 10.1016/j.chb.2023.107913
ePrints DOI: 10.57711/ynv6-tb88
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