The Impact of Digital Platforms on Consumer Behaviour
Mazumder, Tofael Ahmed; Kazi Navid Bin, Mokid (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214581
https://urn.fi/URN:NBN:fi:amk-2025052214581
Tiivistelmä
This study examines the changes brought about on the behaviour of consumers by the use of digital platforms such as e-commerce websites, social media, mobile apps, and review forums. These platforms have transformed the way people discover, evaluate, and acquire products, through convenience, personalization, and transparency. Such technologies as artificial intelligence (Al), augmented reality (AR) and block chain are critical, Al offers real-time support and personalized recommendations, AR offers immersive product experience while block chain provides transparency and trust. The research sheds light on how consumers behave differently in both the developed and emerging markets, and availability, affordability and localized content influence interaction.
The study employs the quantitative survey-based approach that is guided by the theoretical models, including the Technology Acceptance Model (TAM), Social Influence Theory, and the AIDA model, to explore how digital tools affect the decision-making process. It also covers the role of digital platforms in facilitation of sustainable consumption that includes the provision of ethical product information and use of algorithms to facilitate responsible options. Post-purchase behaviours like returns, reviews, and loyalty are seen as important for establishing long-term brand relationship.
The study employs the quantitative survey-based approach that is guided by the theoretical models, including the Technology Acceptance Model (TAM), Social Influence Theory, and the AIDA model, to explore how digital tools affect the decision-making process. It also covers the role of digital platforms in facilitation of sustainable consumption that includes the provision of ethical product information and use of algorithms to facilitate responsible options. Post-purchase behaviours like returns, reviews, and loyalty are seen as important for establishing long-term brand relationship.