Page 77 - Azerbaijan State University of Economics

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

As a result of the analysis, it is possible to see that the regression coefficients are
0.155, -0.083, -0.081, 0.046, and 0.024, respectively, but when looking at the p values,
it is observed that all of them have a value above 0.05. Thus, we can say that attitude
towards digital consumption, attitude towards the internet, and perceived privacy risk
have no significant effects on digital consumption (food), at the same time, digital
consumption (food) has no significant effects on enjoyment and word of mouth. Thus
all hypotheses are rejected for the food category.

CONCLUSION AND RECOMMENDATIONS
Attitude toward digital consumption has a significant positive effect on digital
consumption (on apparel products). This is consistent with the results of studies
conducted by Lee and Chow (2020), and Suleman and Zuniarti (2019). Based on the
positive effect of the attitude towards digital consumption on digital consumption in the
clothing sector, we can point out that companies selling online should create a positive
attitude towards digital consumption in consumers and maintain the existing attitude. This
can be achieved by organizing various campaigns that will create a positive attitude
towards digital consumption (short informative videos, social media sharing, etc.).

The second variable of the study, the attitude towards the Internet, does not have a
significant effect on digital consumption (in apparel sector). In general, we can explain
the reason why the attitude towards the Internet has no effect on digital consumption
with the reasoning that "the Internet is a broader concept than digital consumption".
So, as we know, the internet offers many different types of benefits to people and has
a fairly wide user base. In contrast, digital consumption is a field of activity on the
Internet. As a result, any person can have a positive attitude toward the Internet and a
negative attitude toward digital consumption. Due to the lack of influence of internet
attitude on digital consumption (in terms of apparel), brands should not make
decisions based on internet attitude.

Perceived privacy risk has a significant negative impact on digital consumption (in
apparel sector) as suggested in the study. This is consistent with the findings of a study
conducted by Chopdar, Korfiatis, Sivakumar and Lytras (2018). Based on the result, it is
recommended for companies pay attention and give importance to the privacy measures
implemented in the platforms where they build their online business. So, companies
should pay special attention not to collect unnecessary information from customers and
not to leak the collected information. In addition, informing customers in advance about
the information that will be collected on online platforms will be successful.

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