Page 67 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.80, # 1, 2023, pp. 67-82

IMPACT OF DIGITAL CONSUMPTION AND FACTORS
AFFECTING IT: THE EXAMPLE OF AZERBAIJAN

KANAN FADANI

Azerbaijan State University of Economics (UNEC)

E-mail: [email protected]

Received: April 07; accepted June 12, 2023; published online June 26, 2023

ABSTRACT
Digital consumption, which is widespread all over the world, is also developing in
Azerbaijan. The increasing number of people operating in this field and the general
interest in this field makes it important to investigate the factors that lead to digital
consumption and the factors that appear as a result of digital consumption. The
purpose of this study is to determine the factors that can affect digital consumption in
Azerbaijan and the factors that can appear as a result of digital consumption and to
analyze the relationship between these cause and effect variables and digital
consumption. At the same time, it was aimed to measure the relationship between the
variables for 2 different product categories. In the research, the relationships between
the antecedents and consequences of digital consumption in Azerbaijan were
considered for 2 different product categories. Also, the suggestions given based on
the results reflected the points that companies should pay attention to in the process
of implementing digital commerce activities.

Keywords: digital consumption, attitude towards digital consumption, word of
mouth, enjoyment, perceived privacy risk

JEL Classification:: L81, M21, M3,

INTRODUCTION
In the modern world along with the development of technology, it brings certain
changes in many areas and creates the basis for potential development. Innovations in
the consumption of different product categories are one of the most obvious examples
of these changes. Thus, in modern times, consumers in many countries make
purchases in digital form in many product categories. With the continuous
development of technology, the volume of digital consumption is increasing widely
and starting to cover new product categories. Although the level of digital
consumption in Azerbaijan does not reach very high levels, certain measures are being
taken for growth in this area.

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