Factors Influencing Digital Marketing and Digital Payment on Consumer Purchase Behaviour
Journal Title: International Journal of Applied Research in Management and Economics - Year 2020, Vol 3, Issue 3
Abstract
The issue of whether innovation and technological advancement continually bring new phenomenon remains unpredictable, especially in the financial industry. As technology and digital services continue to ingrain themselves into more aspects of lives, the financial sector has not been immuned. New technology has given way to new services and with new services comes the gradual disruption of the old. This study researched on the influence of digital marketing and digital payment on consumer purchase behaviour in Coburg, Germany. The availability of digital marketing is enabling many companies of all sizes to embrace mobile and data while adopting a âcloud firstâ approach to redesigning their business models. This brings about the introduction of a new âpay-as-you-goâ business model that enables efficiency, low-cost speed to scale and creation of new, richer customer experience. This research sort to examine the impact of digital marketing on consumer purchase behaviour, assess the factors influencing consumer to patronise digital payment and examine the future of digital payment methods. In this research, primary and secondary data are utilised. The data has been analysed using descriptive and multivariate statistical methods like factor loading analysis, correlation, cross tabulation, and chi-square. From this research, it is concluded that the availability of extensive information, variety of products, level of satisfaction and level of education are the most essential factors influencing digital marketing and digital payment and this will lead to an increase in the digital payment methods with more security in the future. Also, bitcoin will not be accepted as a future digital payment method.
Authors and Affiliations
Monica Tiewul,
Keywords
Related Articles
- EP ID EP745323
- DOI -
- Views 1
- Downloads 0
Corporate Social Accountability: Lessons from Coca-Colaâs Conflict at Plachimada
This paper explains the process by which a global corporate giant was made to account for its social responsibility by studying the conflict between Coca-Cola company and the local community in Plachimada (a small villag...
Analyzing Voluntary CSR Communication: A Qualitative Study On “Fertial NEWS”
This paper aims to investigate Fertial’s CSR communication, to comprehend whether it is a voluntary adoption or it is due to external stakeholders’ influence. Unlike many empirical researches that have been carried out t...
Importance of Customer Loyalty in Telecommunication Sector
Customer loyalty is a serious matter of concern for every business where it measures the customerâs likeliness to give repeat business with a brand or organization. In other words, it is the outcome of a positive exper...
Blue Economy Challenge for Albania
This paper studies the situation of the blue economy in the Albanian part of the Adriatic Sea. As a country with a considerably long coastal line, it bears a lot of potential for the development of this sector, which inc...
On the Potentials of Artificial Intelligence in Marketing â The Case of Robotic Process Automation
The various applications of AI have not yet led to widespread acceptance in marketing. Nevertheless, AI has enormous potential to fundamentally change the field of marketing with its applications, making the topic highly...