Digital Consumer Research Articles

Early Warning Model and Its Application Research on the Alienation of Online Consumption of Higher Vocational Students

The advent of digital technology has significantly influenced consumer behaviors, especially among college students. This paper delves into the phenomenon of alienation in online consumption among higher vocational students in China, a demographic particularly vulnerable to the allure of virtual retail therapy. Drawing on data collected from five vocational colleges in Jiangxi Province, the study employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to paint a comprehensive picture of students' consumption habits. The emergence of blind consumption, over-consumption, and a propensity for luxury items is evident, driven by a complex interplay of social pressures, emotional needs, and easy access to credit. The paper introduces an Early Warning Model (EWM), designed to detect early signs of consumption alienation and trigger timely interventions. The model integrates various data points, including consumption patterns, social influences, emotional well-being, and financial health, leveraging machine learning algorithms for predictive analytics. Real-life case studies demonstrate the EWM’s efficacy, showcasing its capacity to facilitate positive behavioral change and promote financial literacy.[1] The model not only serves as a crucial tool for educators, counselors, and parents but also lays the groundwork for policy interventions and educational programs aimed at nurturing responsible digital consumers. This research contributes to the existing body of knowledge on online consumption behaviors, providing a targeted analysis of higher vocational students and introducing an innovative solution to mitigate the risks associated with consumption alienation.

Digital Consumer Engagement: Examining the Impact of Audio and Visual Stimuli Exposure in Social Media

The promotion of coffee shops through Instagram content has become highly beneficial to consumers’ decision-making, as short videos reel Instagram and photos can help consumers judge and experience products through visual and audio stimuli on content. Consequently, scholars and managers must understand consumer behaviors regarding audio-visual stimuli on Instagram content and identify factors influencing perception and consumer engagement with content. A novel contribution of this study is the introduction of audio-visual stimuli on Instagram content based on the stimulus-organism-response paradigm, which explains how sensory marketing and information adoption affect consumer engagement on social media Instagram. To empirically evaluate the proposed research model, we conducted an online survey with 120 participants who followed Instagram @kopijanjijiwa and @kopikenangan. We performed data analysis using structural equation modelling and Smart-PLS software and the results indicated that all hypotheses, except for perceived cognitive and audio-visual stimuli, significantly affected consumer engagement. This study could provide insights into the antecedents of perceived cognitive and consumer engagement on social media Instagram. Thus, contributing knowledge of digital consumer behavior helps managers understand consumer behavior regarding social media and formulate marketing strategies.

Analysis of Digital Consumption Patterns of Digital Wallet Transaction Users in Indonesian Big Cities

This research aims to analyze how consumption patterns and transaction utilization have changed for young people when using e-wallet transactions. The research conducted by the author used a qualitative approach. In this research, the samples obtained by researchers used a purposive sampling method with a sample size of 100. This research used data collection techniques, including interviews, documentation, and a literature study. The raw data has been collected using interview and documentation data collection techniques, which the author then processes and analyzes. Based on research results, it was found that urban youth have currently experienced evolution or changes in the essence of consumption patterns. Consumption, which is actually a common life phenomenon that will never be replaced, has begun to shift in essence from the motivation of consumption to survive and fulfill needs to consumption to satisfy desires and lifestyle. The presence of digital transactions is here to meet these changes in consumption patterns. In a way, both of them have a mutual influence between consumption patterns, which are increasing in purchasing primary and secondary goods, and the high use of e-wallets, which is proven by the high circulation of money from year to year.

Materialiserad moral

Ethical consumption, that is, to make certain consumption choices due to personal moral beliefs and values is a growing trend and market. In this article we analyze three ethical smartphone apps developed and marketed in order to help consumers to make ethical product choices: for example, where to find the nearest café selling Fair Trade coffee, whether the salmon in the store is red-listed or if there are any cleaning products that are certified as environmentally friendly. In this text we argue that such digital consumer technologies have some potential to influence consumer actions. The article critically discusses whether and how technologies may shape ethical consumer culture. We conceptualize the smartphone apps and their suggested consumer actions in the form of four "consumer models”: the selecting consumer; the status seeking consumer; the information seeking consumer; and the social and productive consumer. The purpose of this article is to analyze the ways that smartphone applications shape ethical consumption in the sense of suggesting particular representations of who an ethical consumer is and how ethical consumption is accomplished. The normative assumptions of these consumer models are discussed. Our analysis build on interviews with app developers, marketing texts, and “object ethnography”, i.e. closed up readings and examinations of smartphone apps as intentional consumer objects equipped with scripts for consumer.

Local Government Taxing Power for Digital Consumption: A Case Study of Hotel, Restaurant, and Entertainment Taxes in Indonesia

Limited tax collection authority in local self-governments hampers revenue generation in rural regions with smaller populations and limited commercial activity, while the growth of the digital economy further complicates tax collection for local governments. The objective of this study is to examine the challenges encountered by both the central and local tax administrations in Indonesia when implementing consumption-based taxation, especially in light of the increasing prevalence of digital transactions. The study reveals that the shift from traditional to digital transactions is likely to result in conflicting taxing rights between central and local governments. Local governments are typically entitled to a share of taxes on certain forms of consumption, such as accommodation, food delivery, and entertainment. However, the use of digital platforms to provide these services has significantly reduced the local government’s share of tax revenue. This issue is exacerbated when the central tax administration, with its competitive advantage, administers the transaction alongside the broader value-added tax object. In addition to the unclear tax-sharing arrangement, the underlying problem consists in the inadequate coverage of all digital transactions, potentially leading to revenue leakage and double non-taxation.

INTRODUCTION OF TOOLS FOR SOCIAL AND ECONOMIC PROTECTION OF OPERATORS AND CONSUMERS AS A PART OF DESTIGMATISATION OF GAMBLING

This paper delves into the critical topic of destigmatising the gambling industry by introducing social and economic protection tools for both operators and consumers. Gambling, especially in the online sphere, creates unique challenges and opportunities in the modern digital age. The purpose of this article is to highlight the principles and strategies needed to create a fair, ethical and stigma-free gambling environment. Methodology. To achieve this goal, this research takes a comprehensive approach. First, it examines the existing international consensus on recommended practices for businesses that engage in online consumer transactions, including non-monetary transactions. These practices have been condensed into six high-level principles that serve as a basis for creating policies aimed at protecting the interests of digital consumers involved in online gambling. The paper also examines these principles in the context of the gambling industry, with a particular focus on fair business practices, advertising and marketing in the sector. It also addresses issues related to online gambling, such as deceptive practices, lack of transparency and potential risks to consumer privacy and security. Results. This research provides valuable insights into the implementation of tools and measures that can effectively protect both gambling operators and consumers, as well as contribute to the destigmatisation of the industry. The six principles outlined in this paper emphasise fairness, transparency, access to information, transaction security, product safety and accessible dispute resolution mechanisms. By adhering to these principles, gambling operators can build trust among consumers and promote responsible gambling practices, which will ultimately contribute to the sustainable development of the digital gambling economy. Consumers, in turn, can confidently engage in online gambling, knowing that their rights are protected and their interests are respected. This document is therefore a valuable resource for policy makers, industry stakeholders and academics seeking to create a fair and ethical digital market in the gambling sector. By implementing the principles and tools outlined above, there is a significant step towards destigmatising gambling and ensuring a more responsible and safe environment for all stakeholders.

Комуникативни и социокултурни особености на представата за успех сред дигиталните потребители в България

Abstract: The paper presents the results of a survey among digital consumers in Bulgaria. The text proposes a concept of a four-dimensional model of the perception of success among digital consumers in the country. The model includes four sociocultural categories: well-being, happiness, achievement and social capital. The hypotheses are, first, that the sociocultural notion of success includes concepts belonging to at least one of the four dimensions of the success model; second, that the notion of success is associated with topics in respondents' daily lives, such as income size and employability. The aim of the study is to approbate whether and how many of the replicated associations fall into the four sociocultural categories. The study was conducted from January to June 2023, it covers 265 Bulgarian citizens who use the social networks Facebook (Meta) and LinkedIn. The methodology includes a combined questionnaire of a free association experiment and a close-ended questionnaire. The paper communicates some of the results of the free association experiment. According to the results the respondents’ answers belong to all four categories of success. There is a significant difference in the total number of reactions, produced by men and women, which belongs to the social capital category. The following conclusions are drawn at the end of the paper: the digital generation needs to understand its own values and attitudes to have a better quality of life; knowledge of notions of success is useful for team managers and HR professionals; and the new digital generation’s motivation differs from that of the so-called analogue generations. Keywords: success, sociocultural feature, digital users, associative experiment, achievement, well-being.

Digital consumers and the new ‘search’ practices of born digital organisations

Consumers play an increasingly central role in born digital organisations, including driving new approaches to consumer interaction, communication, and marketing. However, we know little about how born digital organise internally to manage and respond to consumer demands. In this paper, we studied an organisation providing online travel services where its aim was to reorganise internally, in relation to consumers, through developing a set of ‘search’ practices. The role of search is particularly salient for born digitals, giving rise to new roles and expertise where organisations attempt to pre-empt user actions. Through qualitative research, we show how a born digital organisation creates new practices that we label pre-emptive, reactive, reflective and adaptive. Our main finding is that rapidly and constantly reconfiguring practices, what these new experts call ‘constructive disruption’, is essential for born digitals to manage relationships with consumers. Our paper contributes by providing a better understanding of practices within born digital organisations, and specifically the practices born digitals use to navigate unpredictable emerging changes and produce constant novelty for customers. We also contribute to the concept of search and provide examples of how it might be employed to better understand digital organising and digital transformation.

Думи на водещия броя

Issue 57 of the Rhetoric and Communications journal follows the traditions of publishing analyses of studies in thematic areas, in particular in rhetoric, semiotics and in new failures of communication in the 21st Century. Again, following good traditions, the journal provides a platform for both prominent and young scientists. The authors are 11, nine of them – authors of scholarly articles. A book presentation is also included. Three of the articles are in English. The nine articles are written by 10 authors, two of whom are representatives of academic institutions of Azerbaijan and one is from the University of Bucharest. The authors from Bulgaria are representatives of Sofia University “St. Kliment Ohridski”, the National Academy for Theatre and Film Arts “Krastyo Sarafov” (NATFA), the University of National and World Economy, the University of Ruse “Angel Kanchev”, Shumen University “Bishop Konstantin Preslavski”. These are the proofs of the conclusion that the journal presents established scholars and researchers from different academic communities and established research units in Bulgaria. The thematic focus allows the formation of three sections. The first section “Rhetoric and Semiotics” includes two articles. Authors Azad Mammadov and Maryam Isgandarli from Azerbaijan focus in their research on the rhetorical and linguistic features of USA President Donald Trump's communication through a selection of key speeches at important forums. Miroslav Dachev announces the results of semiotic and visual analysis based on selected images from different monasteries on Theotokos iconography with an emphasis on intentional states and joy. The text is a contribution to an insufficiently researched area that implies an interdisciplinary approach and in-depth theoretical knowledge. The section “Public communication” includes three texts. Ivet Tileva presents a text that explores a topic of social sensitivity and significance, namely organ donation. The analysis is about selected institutional documents and previous studies on the topic and the aim is to establish both the communicative and economic dimensions of the issues. Maya Vasileva announces methodological and pedagogical results related to the training of students on current topics, namely communication management of facts and data, in particular on communication units and carbon footprint. Atanaska Milotinova presents the results of a study of media publications and institutional documents related to the fight for voting rights of American suffragettes and draws conclusions about the changes in public communication as a result of this activity and new techniques in public communication. The fourth section “Virtual Communication” includes four publications that present a wide range of studies. The use of Facebook during the election campaign for local elections in 2020 in Bucharest through the prism of gender elements in virtual communication was analyzed in depth in theoretical and visual terms by Elena-Irina I. Ghinet. Hristina Sokolova presents results on the communicative and sociocultural characteristics of the notion of success among digital consumers in Bulgaria, which presents opportunities for future research in this area. Diana Nikolova studies the communicative and linguistic features of computer jargon through a comparative analysis between two languages in selection and a rich corpus of data. Desislava Tomova remains in the field of virtual communication as the focus is on online platforms for financing art, or the so-called Crowdfunding. Simeon Vasilev presents the book “Toreador. Kevork Kevorkian. The Will of You Win” with a volume of almost 700 pages of the author prof. Dr. Margarita Pesheva. Тhe book is dedicated to a TV presenter and a whole era of television history in Bulgaria.

Tüketicilerin Dijital Pazarlama Araçları Kullanma Yetkinliğinin Dijital Ürün Algıları Üzerine Etkisi

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.

A Study on Consumer Perception of NFT based on Brand Concept Map

As the digital economy and meta-universe continue to expand, there is a growing demand for research on Digital Collection. For companies seeking to achieve rapid growth and advance digital consumption, it is crucial to have a comprehensive understanding of how consumers perceive Digital Collection in today’s digital age. Based on the introduction of brand concept maps, this study draws a map of the consumer perception structure of Digital Collection with Chinese consumers as the research object and provides corresponding suggestions for enterprises to carry out marketing activities using Digital Collection, which is guiding significance for the healthy and green development of the Digital Collection market development and promotion.

Screens, Streams, and Stress: A Qualitative Study on How Distance Learning Students Cope with Information Overload

Extensive research has been conducted in the field of information overload, but little attention has been paid to the experiences of distant learners. This research aims to fill that void by delving into the challenges that distance learning students face in online educational environments. The study addresses the following key issues: How are these students dealing with information overload? What effect does this overload have on their stress and anxiety levels? And, perhaps most importantly, what coping strategies do they employ? Data was gathered through interviews with six distance learners using a general qualitative research methodology. Thematic analysis revealed that these students' information overload stemmed from a variety of sources: excessive course materials, constant notifications, live sessions, and technological challenges, among others. This overload, in turn, manifested as feelings of being overwhelmed, the fear of missing out, digital fatigue, and pressure to perform. However, the study also uncovered resilient coping strategies. Distance learners managed information overload through effective time management, strategic information filtering, mindful digital consumption, active learning techniques, and self-care practices. These findings offer useful insights not only for improving online learning delivery but also for guiding other potential online learners through the challenges of digital education.

KENDALA KECEPATAN PENGIRIMAN DAN PEMBELIAN DI E-COMMERCE

People's shopping behavior has now shifted from offline to online. The online shopping trend has given rise to a new business called e-commerce. E-commerce is starting to develop in Indonesia, and competition between e-commerce providers is getting tighter. Therefore, a marketing communications strategy is needed to win competition in e-commerce, including the introduction of quality e-services. Implementing high-quality e-services increases customer satisfaction. The importance of the impact of electronic service quality on e-commerce consumer satisfaction. Academically, this research further develops communication research, especially on the topic of changing the cognitive behavior of e-commerce consumers in Indonesia, as well as improving the quality and satisfaction of consumers in advancing, maintaining and improving the quality and satisfaction of e-commerce consumers in Indonesia. The practical benefits obtained through the marketing communications strategy team can consider/implement any elements in e-commerce that can attract the attention of digital consumers.

Characteristics of consumer segments based on perceptions of the impact of digitalisation

The focus of our research was to examine consumer perceptions of attitudes towards digitalisation. The perception of digitalisation was also analysed from a generation-specific perspective, given that the difference in values between generations is reflected in the perception of consumer trends, including the trend towards digitalisation. The primary data presented in this study are the results of a quantitative data collection was carried out among Hungarian consumers using an arbitrary sampling procedure. A pre-tested, standardised online questionnaire survey was used, which resulted in 3,515 evaluable questionnaires. Descriptive statistics, bivariate and multivariate analyses were used to process the quantitative results and test the hypotheses. As a result of the study, we were able to characterise three significantly distinguishable target groups using a K-means clustering procedure: the group of "consumers sceptical about digitalisation", the segment of "Accepting consumers who feel the differentiating effects of digitalisation", and The 'positive digital consumer'. We have been able to demonstrate that the perception of digitalisation can be used as a segmentation criterion, and we can also statistically demonstrate that the segments according to the perception of digitalisation carry generation-specific elements. In our opinion the results may help to increase consumer acceptance of digitalisation processes and related technologies. A limitation of the research is that, the results are valid for the population under consideration, cannot be considered representative. We believe that characterising the individual segments can help to differentiate the education process according to the awareness and attitudes of each consumer.

The role of the Lendtech sector in the consumer credit market in the context of household financial exclusion

Research background: According to the World Bank (2020), about 60% of adults in developing countries do not use formal financial services. Furthermore, according to the Polish Association of Loan Institutions (2022), about 3 million Poles use loans, most of them obtained online. Among the reasons for more than a decade of growth of interest in the non-bank consumer lending market there are the development of modern technology applications in finance and the establishment of the Lendtech sector. Purpose of the article: The main goal of the paper is to verify the role played by the Lendtech (LT) sector in the consumer credit market in the context of household financial exclusion. The following research questions were asked: Do credit-excluded households take advantage of LT services and, if so, to what extent? What are the behaviours and preferences of those who use consumer credit offered by LT? Do socio-demographic characteristics determine consumer use of loans offered by LT and, if so, what are they? Is the use of loans offered by LT due to credit exclusion or other factors? What action should be taken by participants in the digital consumer loan market interested in its inclusive direction? Methods: The paper uses the following methods: critical analysis of the literature, Kruskal-Wallis test, Mann-Whitney test, and nonparametric regression algorithm: k-nearest neighbors, as well as inductive inference methods. The data used is primary in nature and comes from a nationwide survey, September 2022 (CAWI method) of 1,200 Poles, of whom 200 respondents are Lendtech customers. The quota selection applied made it possible to reflect characteristics corresponding to the population of customers of lending institutions registered in BIK databases. Findings & value added: The article is a pioneering study based on an independent scientific survey, devoted to the Polish LT services market considered in terms of its relationship with one of the types of financial exclusion: credit exclusion. The most important conclusion is that people at risk of credit exclusion find a financing substitute in the LT sector, and thus it plays an important role in reducing financial exclusion, while maintaining the principle of creditworthiness verification.

Designing Brand Cocreation Activities to Increase Digital Consumer Engagement

Brand cocreation campaigns offer consumers various activities centered on interpreting brand image. Yet, little is known about what brand cocreation characteristics increase digital consumer engagement (DCE; e.g., liking a brand on Facebook) and how they do so. Given the importance of DCE, the current research addresses this gap. Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection. Evidence suggests that this occurs because an activity's high focus on brand meaning facilitates the generation of abstract brand knowledge. For consumers with low self–brand connection, focus on brand meaning does not differentially affect DCE because these consumers lack appropriate knowledge about the brand. This research also offers implications for optimizing interactive marketing practice.

Why do consumers choose offline shopping in the digital age?

Under the macro background of the rapid development of digital economy, with the development of retail industry, the consumption mode, consumption motivation and consumer social demand of consumers choosing offline shopping have undergone great changes, which provides a reference for the transformation of physical retailers. Using the 2015 data set of China General Social Survey (CGSS), this study attempts to determine the relationship between offline shopping and consumer happiness from two aspects: social demand and personal digital consumption technology level. The study found that combining the social needs of consumers, the level of personal digital consumption technology, different regions, different income levels and other factors to provide consumers with differentiated services, offline shopping can indeed improve the well-being of consumers.

Using social presence theory to predict online consumer engagement in the emerging markets

The purpose of this paper was to contribute to the dimension of online consumer engagement in the emerging markets. The study is based on the social presence theory factors. The study evaluated 443 data sets obtained through a standardized Qualtrics online survey to examine social presence theory to predict online consumer engagement in the emerging markets. The study employed AMOS v24 with the covariance-based structural equation modelling technique to investigate the relationship between social context, online communication, interactivity, privacy and online consumer engagement. The study also assessed social gratification as a mediator in the relationship between online communication and online consumer engagement. Furthermore, the study evaluated technology gratification as a moderator of interaction effect in the relationship between online communication and online consumer engagement. The study results showed that the effect of social context was not significant. In contrast, online communication, interactivity and privacy’s effects on online consumer engagement were significant. The social gratification as a mediator and technology gratification as a moderator were significant towards online consumer engagement. This paper is pioneering in that it generates the effects of social presence theory factors and some intervening variables in the context of online consumer engagement in the emerging markets at the micro-level. This area is relevant to scholars, marketing and brand practitioners in digital consumer social behaviour.

Digital consumer behaviour: insights into the perceptions of late adolescents' consumption of digital media on cognitive health.

Digital media has become an indispensable facet of adolescents' everyday lives, playing a crucial role in their daily routines, encompassing various activities such as accessing information, accomplishing academic tasks, and facilitating interpersonal communication. Literature evidence on the effects of digital media on cognitive health is bi-directional, having both positive and negative impacts. The present research aimed to explore the perceptions of digital media consumption on cognitive health in late adolescents between the age of 17 and 21 years. A self-reported online survey was administered to 173 adolescents, and the data were analysed using statistical software (SPSS 17). The findings revealed that some late adolescents recognize the importance of cognition in their daily activities and health, particularly for activities focused on cognitive, academic, personal, and social skills. Mobile phones, laptops, and television were the most commonly preferred gadgets, while e-pads, Alexa, smartwatches, Kindle, tablets, and play stations were less preferred. Interestingly, a high proportion of participants reported neutral perceptions of digital media's influence on cognitive health, highlighting the need to create awareness and educate late adolescents on healthy digital media consumption. The findings hold significant implications for the development of comprehensive guidelines and evidence-based recommendations for digital media usage among late adolescents. Additionally, the research sheds light on the strategies adopted by adolescents to regulate and optimize their consumption of digital media, thereby providing valuable insights into effective practices and potential areas for improvement.

Understanding the Potential of Home-Based Digital Voice Assistants for People with Disabilities.

As the numbers of people with disabilities actively using technology to support their day-to-day activities increases the benefits afforded by these technologies are ever more evident. Much of the technology used by people with disabilities is often characterised as Assistive Technology (AT) which is designed and developed to address the specific needs of people with disabilities. In contrast to AT which is focused on serving the needs of people with disabilities, consumer digital technology refers to those technologies that are developed for use by the general public. The aim of this study was to explore the assistive potential of a range of exemplar consumer digital technology, namely, digital voice assistants and internet of things. A qualitative study was conducted in the context of a field-trial of a range of digital consumer technologies which included a Digital Voice Assistant alongside voice-operated Internet of Things technologies.