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 https://doi.org/10.33422/ijarme.v3i3.501
- Views 38
- Downloads 1
Motivation and Work Engagement of the Millennials in the Workplace: Youkang Company Experience
Organizations today are increasingly having a bigger proportion of millennial employees as part of their workforce. To be among others, millennial employees are competitive, civic-minded, open-minded on diversity, and ac...
Venture Investment in The Small Entrepreneur Companies
Since one of the major problems for entrepreneurs to create and register small companies and their inventions is the lack of support of managers to drive them into venture investments, which is one of the ways of financi...
Studying the effect of planned behavior theory and perceived value through the tendency to purchase on customers purchase behavior towards green products
In this research, we studied the effect of planned behavior theory and perceived value through the willingness to purchase on customers' purchase behavior towards green products. This is applied research in terms of its...
Study of Strategic Entrepreneurship on Organizational Performance With the Mediating Role of Human Resource Information Systems (study case: Social Security Organization of East Azerbaijan Province)
The purpose of this study was to investigate the effect of strategic entrepreneurship on the performance of the organization with the mediator role of human resources information systems. For this purpose, the statistica...
A Study On Strategic Initiative for Reinvigorating Employee Engagement Among Gen Z
Gen Z are already in the workforce today, being a tech savvy Gen, they have bought new perspectives and expectations at the workplace. The objective of this paper is to understand what are the factors that govern engagem...