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@article{191157,
        author = {Ankita Bharatbhai Bhatt and Dr. Kruti P. Shah},
        title = {Effects of Digital Technology on Consumer Behaviour: Online v/s Offline Shopping},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {1030-1034},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191157},
        abstract = {Digital technology's quick development and broad use have drastically changed consumer behavior, especially when it comes to purchasing habits and decision-making. The way that consumers look for information, weigh their options, and decide what to buy has changed as a result of digital tools including smartphones, e-commerce platforms, mobile applications, digital payment systems, social media, and recommendation systems powered by artificial intelligence. The purpose of this study is to compare online and physical buying in order to investigate how digital technology affects consumer behavior.
Information search behavior, perceived convenience, price sensitivity, trust and security perceptions, product evaluation, impulsive buying inclinations, and post-purchase pleasure are all important behavioral variables that are impacted by digital technology. It also looks at how consumers' preferences for online or offline shopping modes are influenced by variables like demographics, digital literacy, technological accessibility, and internet usage frequency. Online buying has several benefits, including convenience, a greater selection of products, competitive pricing, and time savings, but offline purchasing is still preferred for in-person product inspection, rapid possession, and greater perceived confidence.
In order to gather consumer impressions and behavioral trends across both shopping modes, a mixed-method research methodology is suggested, utilizing structured questionnaires and statistical analysis. It is anticipated that the results would underscore the increasing prevalence of digital platforms while highlighting the ongoing significance of offline retail in offering experiential value. By providing insights into the changing hybrid consumer behavior influenced by digital technology, the study adds to the body of previous studies.
In order to create integrated omni channel strategies, enhance customer satisfaction, and successfully handle the evolving demands of digitally empowered customers in a cutthroat market, marketers, retailers, and policymakers will find great value in the research's findings.},
        keywords = {.},
        month = {},
        }