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How Digital Technologies Influences Consumer Decision Making Process – Literature Review

Wide technological representation is visible in various industries, especially through the improvement of business processes. Since it shapes development and behaviour, technology influence is increasingly pronounced in sales, in the field of consumer-seller related processes. On the one hand, sellers are trying to use technologies to improve and sustain their business with the purpose of achieving competitive advantage, but also to increase their final output. On the other hand, technologies have made it easier for consumers to make their purchasing decision, from the need recognition phase to the postpurchase behaviour phase. The importance of technology development increases on daily basis and influences consumer decision making process, so the aim of this paper is to reveal the impact of different technologies on each phase of that process. For the purpose of writing this paper, secondary data research was conducted, by analysing papers in relevant databases. According to obtained results, research framework for qualitative analysis was constructed with the focus on each decision making process phase and recognized technologies. Mentioned framework encompasses following technologies: artificial intelligence ; internet of things ; big data and data analytics ; cloud computing ; virtual reality ; augmented reality ; autonomous systems/robotics ; blockchain technology ; mobile technology ; social media and platforms ; innovative technology in general. As a result of this paper, authors identified the most useful technologies by phases of consumer decision making process. Furthermore, obtained results gave authors possibility to share their recommendations for improving each phase through specific technology solutions with the focus on sustainable and competitive business.

digital technologies ; consumer decision making process ; literature review ; business process improvement

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