ABSTRACT
Digital consumption, which is widespread all over the world, is also developing in Azerbaijan. The increasing number of people operating in this field and the general interest in this field makes it important to investigate the factors that lead to digital consumption and the factors that appear as a result of digital consumption. The purpose of this study is to determine the factors that can affect digital consumption in Azerbaijan and the factors that can appear as a result of digital consumption and to analyze the relationship between these cause and effect variables and digital consumption. At the same time, it was aimed to measure the relationship between the variables for 2 different product categories. In the research, the relationships between the antecedents and consequences of digital consumption in Azerbaijan were considered for 2 different product categories. Also, the suggestions given based on the results reflected the points that companies should pay attention to in the process of implementing digital commerce activities.

Keywords: digital consumption, attitude towards digital consumption, word of mouth, enjoyment, perceived privacy risk

JEL Classification:: L81, M21, M3