Influence of Customers Digital Persona on their Online Buying Behavioural Aspects

Abstract

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 findings of the research work relate with the personality traits which drives an individual response to any stimulus sent over the digital media or platform. This may help end users to identify their capabilities, deficiencies, and competencies as the world around them undergoes digital transformation. The HCM leaders at various organizations may leverage this framework in identifying talent suitable to desired specs. This may also help SandM team in any organization to target prospects for their online offerings by effectively engaging them on digital platform. Statutory bodies can benefit from this study as it may help them create policies and schemes targeting the defined societal profiles in a digital economy. newlineThe rapid scaling of eCommerce / sCommerce has brought disproportionate focus and investment in studying, planning, and designing the usage models, website platform features and offerings promoting online buying behaviours. The digital services providers have leveraged TAM (Technology Adoption Model), while implementing the technology architecture and design of the online platforms.