Page 70 - Azerbaijan State University of Economics

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

In a similar vein, Kim and Stoel (2004) discovered that consumers view the Internet
as a trustworthy source of data. Users' opinions toward the Internet are strongly and
favorably associated to user acceptance, according to research utilizing the technology
acceptance model (e.g. Jayawardhena, 2004). Referring to the results obtained in the
researches of authors such as Ha and Stoel (2009), Jayawardhena, (2004), Kim and
Stoel (2004) the following hypothesis is proposed:
H2. There is a relationship between consumer attitudes towards the internet and digital
consumption in Azerbaijan.

Perceived privacy risk (PPR)
According to a study by Tanadi, Samadi, and Gharleghi (2015), 8 percent of internet users
have abandoned online shopping due to privacy risks, and 54 percent of people have never
tried to purchase online because they believed that online shopping is risky for them and
they may get into trouble. One of the primary arguments against internet shopping is
frequently stated as perceived privacy risk. Consumer intention is negatively impacted by
consumer mistrust of the product. Making sure that a customer's personal information is
secure and confidential might improve the customer's desire to make a purchase, which will
ultimately strengthen the customer's online purchasing behavior. When considering
whether to share confidential information, people should make a quick risk-benefit
calculation and refrain from doing so if the potential risks outweigh the advantages.
Previous literature also supports this idea. Consumers won't engage in e-commerce
activities, according to Strader and Shaw (1997), if they believe the amount of risk is too
great. Due to privacy issues, users may decide not to use websites that frequently request
sensitive information, such as personal or financial information. According to Sheehan and
Hoy's (1999) research, the likelihood of registering for a website that asked for personal
information was negatively correlated with privacy concerns. Based on the above, we
propose the following hypothesis:
H3: There is a negative relationship between perceived privacy risk and digital
consumption in Azerbaijan.

Enjoyment (ENJ)
The level of satisfaction experienced during the performance of a specific activity
regardless of the results of that performance is referred to as perceived enjoyment (Davis,
Bagozzi və Warshaw, 1992). Perceived enjoyment, in the context of online buying, refers
to the client's expectation that the experience would be joyful. While determining how to
build their website, online retailers should take this hedonic aspect into account. Online
purchasing may impact enjoyment, according to Lu and Hsu (2004). Thong, Hong, and
Tam (2006) assert that enjoyment has a major impact on shopping. Internet buying can
benefit from offline shopping and be just as fun as the latter.

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