It is undeniable that digital shopping will continue to influence the way consumers shop around for goods and services. This trend is expected to pick up as time goes by because everything seems to be working in its favor (Campbell 1988, p. 13).
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As a matter of fact, there is an argument that ten years from now, digital shopping will come out as the primary channel that will be used by consumers. This is based on the current trends that have continued to indicate a dramatic shift in consumer buyer behavior.
Digital shopping is different from the normal traditional shopping and that is why there are various aspects that will make people to prefer it in coming years. This will depend on how marketers create, deliver manage and communicate a superior customer value experience.
This is based on the fact that there should be something unique about digital shopping that will make it more appealing than traditional shopping (Bigne 2005, p. 14).
It should be known that there are primary factors that will continue to influence consumer digital shopping behavior. The technology acceptance model will be a factor because technology will continue being useful in peoples lives.
In this case, technology will be adopted and consumers will find it as a necessity in their lives (Bigne 2005, p. 26). The technology acceptance model gives us an oversight of how different consumers come to accept and later on use technology.
Digital shopping is a technological advancement and a new approach to shopping and that is why it will come out as a new experience. The perceived usefulness and ease of use gives different consumers a reason to embrace digital shopping (Huang 2000, p. 29).
Technology makes work easier and this means that shoppers will not go through a lot of hustles to acquire different goods and services. Digital shopping offers various experiences and this will give consumers and customers an alternative to chose the best option.
We all accept the fact that it is hard to resist the technological and digital wave that might come as time goes by. This means that digital shopping will be well perceived based on its past experiences.
Most people are likely to join the idea of digital shopping because this is the trend to watch in coming years (Bigne 2005, p. 22). Consumers will form an intention to continue using digital shopping because there is proof that it’s much better than traditional shopping.
In a broad perspective, there are potential determinants of consumer digital shopping behavior. The perceived complexity of digital shopping can have an impact on its uptake. It is less complex and people will definitely prefer digital shopping.
Social norms and perceived compatibility will also encourage people to use digital shopping (Huang 2000, p. 32). The society is going digital based on various technological advancements and this implies that consumers will lean more on digital shopping.
Personal and situational factors will encourage people to embrace digital shopping because it is more convenient than traditional shopping. This means that through digital shopping, a consumer can access a wide range of goods and services without any problem.
Digital shopping brings a new experience to the whole aspect of shopping and that is why there have been numerous efforts to reduce transaction costs (Kotler et al 2009, p. 27).
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As a matter of fact, digital shopping has various advantages that will encourage consumers to embrace it. In this case, it is convenient and saves on time and that is why it is here to stay.
Bigne, E., 2005. The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying Behavior. Cambridge, MA: The MIT Press.
Campbell, D.J., 1988. Task complexity: A review and analysis. New York: Routledge.
Huang, M., 2000. Information load: its relationship to online exploratory and shopping behavior. New York: Routledge.
Kotler, P. et al., 2009. Marketing Management. London: Pearson/Prentice Hall.