Page 78 - Azerbaijan State University of Economics

Kanan Fadani: Impact Of Digital Consumption And Factors Affecting It: The Example
Of Azerbaijan

The analysis confirmed that digital consumption (for the clothing category) has a
significant positive effect on enjoyment. This is consistent with the finding of a
positive relationship between online impulse buying and enjoyment in a study
conducted by Gulfraz, Sufyan, Mustak, Salminen and Srivastava (2022). Based on the
obtained result, it will be successful for companies to implement various measures
that will increase the enjoyment factor in consumers. For these measures, it is possible
to show examples such as increasing interactivity on websites, a personal approach to
the individual, conducting some campaigns with fun tools such as games within the
website, etc.

On the other hand, digital consumption (for apparel products) has a significant positive
effect on word of mouth. This is consistent with the findings of a study conducted by
Kousheshi, Aali, Bafandeh Zendeh and Iranzadeh (2020). Based on this conclusion, it
will be successful for online sellers to implement measures that will trigger consumer
recommendations in blog forum. An example of this is a notification to a consumer who
spends a certain amount of time on a website about writing a recommendation on a
popular forum. In addition, companies that sell online can increase word of mouth by
increasing their activity in this area and reaching more customers, meaning more people
will talk about the brand and make recommendations.

In contrast to the study by Peña-García, Gil-Saura, Rodríguez-Orejuela and Siqueira-
Junior (2020), this study found no significant effect of attitude toward digital consumption
and attitude toward the Internet on digital consumption of food products. These results
can be explained on the basis of some considerations. So, no matter how good the attitude
of consumers towards digital consumption and also the Internet is, the delivery of food
products in a fast and fresh way is desirable. Due to the lack of development of digital
consumption in Azerbaijan, local customers usually turn to foreign brands for digital
consumption. In this case, it is naturally not possible to expect such qualities as the
mentioned fast delivery or fresh product. Therefore, no matter how positive the attitude
of consumers towards digital consumption and also the Internet is, it will not affect their
online shopping. The way out of this is for local brands to give importance to digital trade
in this area and quality platforms should be built in this regard.

There is also no relationship between privacy risk and digital consumption (in food
sector). This is consistent with the finding of a study by Zimaitis, Degutis, and
Urbonavicius (2020) that privacy concerns did not have a significant effect on online
shopping attitudes. A number of reasons for this can be explained on the basis of
examples. First of all, it should be noted that food is a necessary product and the
address must be specified for its delivery. In this case, the privacy risk for consumers
buying food online would be negligible.

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