Influence of Customers Digital Persona on their Online Buying Behavioural Aspects

Abstract

newline A digital divide influences the acceptance and use of online technologies for socio-economic activities along demographic lines. The metrics applied towards the knowledge, responsiveness, and degree of usage of digital technologies constitute the user s digital quotient. As IT and digital technologies came to widespread usage over last few decades, research work was done to understand what makes users to adopt these technologies-based offerings and systems. The TAM (Technology Adoption Model) and OCEAN traits were leveraged in many of these research work to identify those attributes of online platforms which are associated with the design of the interface, end user offerings and the associated user engagement based upon behaviours. However, the studies were more aligned to being technology platform centric and user response. newlineThe present study builds further on the research available and aims to understand the personality traits which has a favourable impact on the individual s digital quotient. This study keep focus as end user centric and its association with various aspects of platforms. The sellers may find it interesting to reflect upon a mapping of these traits and their digital marketing / advertising communications leading for higher conversion ratios. Governments can work on the DQ assessment of the societies or communities and accordingly frame their policies, actions, promotions and investments. The further research on this subject may help organizations to design the marketing cum product strategy considering that online processes are integral part of the product lifecycle.