Consumer Behavior Shifts in the Post-Digital Marketplace

  • Authors

    • Anna Schmidt Product Director, BMW Group, Tiruchirappalli, India. Author

    DOI:

    https://doi.org/10.67228/3071642X/IJCFDE-2018PI8K5M

    Published 04-04-2018

  • Post-Digital Economy, Consumer Behavior, Omnichannel Commerce, Personalization, Digital Trust, Platform Economy, Data-Driven Marketing

    Issue

    Vol. 1 No. 1 (2018)

    Section

    Articles

    How to Cite

    Schmidt, A. (2018). Consumer Behavior Shifts in the Post-Digital Marketplace. International Journal of Commerce, Finance and Digital Economy, 1(1), 01-13. https://doi.org/10.67228/3071642X/IJCFDE-2018PI8K5M

  • Abstract

    The post-digital marketplace is a later stage of the digital development where digital technologies is not viewed as something new but is highly integrated into the daily lives of people. Consumer behavior is influenced in this setting not only with the availability of digital platforms but also the smooth connection between physical, digital, social, and intelligent systems. The paper explores the ways in which consumer decision making, preference, expectations and engagement have changed during the post digital age. Based on the interdisciplinary sources related to marketing, the information systems, behavioral economics, and the data science, the study examines the most influential drivers, which include: the convergence of omnichannels, platform ecosystems, algorithmic personalization, social commerce, and the ethical awareness The suggested research methodology is a mixed-method study, which implies the analysis of large-scale surveys, transactional data mining, and qualitative interviews to obtain the behavioral patterns and the motivational beliefs, underlying thoughts. Quantitative modelling techniques are used to investigate correlation between technological affordance and consumer trust, loyalty and purchase intention. The findings indicate resounding change of transactional consumption to value-based, experience-based, and socially mediated consumption. Not only are the consumer more transparent, personalized, immediate and ethically responsible than ever, they are also showing more sensitivity to the privacy of their data and the influence of their algorithms. Its results can add to the academic expression by expanding the classical consumer behavior models onto the post-digital dimension and provide valuable implications to organizations that aim to develop resilient consumer-focused strategies. The paper concludes by outlining new challenges and directions of the future research, in which more adaptive marketing structures are required to combine technological innovation and humanistic values.

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