Page 68 - Azerbaijan State University of Economics

Kanan Fadani: Impact Of Digital Consumption And Factors Affecting It: The Example
Of Azerbaijan

Currently, the development of the non-oil sector in Azerbaijan, especially the
development of information communications and the creation of an information society,
is one of the priority issues. A number of decisions and concepts such as "Azerbaijan
2020: Looking to the Future" development concept are adopted regarding the
development of this field (https://e-qanun.az/framework/25029). Considering the
contribution of this research on digital consumption to the development of the field and
future research, we can note that its importance has also increased significantly in this
period when the interest in digital consumption in our country has increased to a large
extent. The main goal of this paper is to analyze the effect of the causal variables of digital
consumption on digital consumption and the effect of digital consumption on its results
for 2 different product categories. In this paper, the definition of the research variables
and the explanation of their essence were carried out through a critical literature review
using scientific articles, journals, and scientific works. In the analysis part, it was tried to
measure the relationship between digital consumption and its cause and effect variables.
As a sampling method, convenience sampling and snowball sampling were used, and the
questionnaire method was used for data collection. Of the 377 respondents who
participated in the survey, 322 were selected for analysis. Frequency, factor and SEM
analyses were performed with the collected data using SPSS 25 and AMOS 26 statistical
programs. The application of convenience sampling and snowball sampling methods was
seen as the main limitation in generalizing the results of the study. In addition, other
limitations are related to the lack of local sources and insufficient development of digital
consumption in Azerbaijan.

Research goals and objectives: The main goal of the paper is to analyze the effect of
the causal variables of digital consumption on digital consumption and the effect of
digital consumption on its results for 2 different product categories. In order to achieve
this goal and to be able to make suggestions based on the obtained analysis results,
the research faces the following tasks:
• Determination of cause and effect variables to be addressed during the research
based on literature review;
• Disclosure of the nature of the research variables;
• Analyzing the effect of the causal variables of digital consumption on digital
consumption for 2 product categories;
• Analysis of the impact of digital consumption on its outcome variables across 2
product categories.

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