Page 69 - Azerbaijan State University of Economics

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

Antecedents and Consequences of Digital Consumption: Research Variables
There are a number of factors that influence digital consumption and various outcomes
that emerge at the end of this process. In this study, digital consumption attitude,
internet attitude and perceived privacy risk were taken as causal variables, and word
of mouth and enjoyment as outcome variables. Due to the nature of this study, both
cause and effect variables are client-based.

Attitudes toward digital consumption (ATD)
E-commerce adoption can also be significantly affected by attitudinal issues.
According to the technology acceptance model (Davis, 1989), consumer attitudes
toward using new systems or technologies are motivated by both perceived ease of
use and perceived usefulness. A number of studies on online food shopping have
confirmed a significant relationship between perceived ease of use, perceived
usefulness and attitude. It should be noted that Chien, Kurnia, and Westarp (2003)
examined a number of variables influencing Australian consumers' attitudes toward
online grocery shopping and found that perceived ease of use and perceived usefulness
were the best predictors of this attitude. Their findings are supported by Kim and Woo
(2016) who argued that South Korean consumers' attitudes toward using QR codes for
food tracking systems are motivated by perceived ease of use and perceived
usefulness. People with a positive attitude are more motivated to engage in some
activity. It should also be noted that this relationship was not only explained at the
theoretical level, but also empirically tested. For example, in the context of Internet
retailing, consumers' attitudes toward products or the application of a certain
technology significantly affect the intention to purchase a product or the intention to
adopt a technology application (Zhang, Wang, Cao and Wang, 2019). Previous
research has shown that attitude toward online shopping is a significant predictor of
online shopping and purchasing behavior (Yang, Lester, & James, 2006). Based on
the above, we can claim the following hypothesis:
H1: The customers’ attitude towards digital consumption positively affects their
digital purchases in Azerbaijan.

Attitudes towards the Internet (ATI)
Customers' opinions about technology have an impact on how they feel about the
Internet. According to the Technology Acceptance Model (TAM), perceived
usefulness and perceived ease of use are critical determinants of customer attitudes
toward technology (Davis, 1989). Customers have a positive attitude toward the
Internet when they find it useful and easy to use. A number of studies have examined
customer attitudes toward the Internet. For instance, Ha and Stoel (2009) discovered
that consumers view the Internet as a practical and convenient buying tool.

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