Connecting Digital Channels to Consumers' Purchase Decision-Making Process in Online Stores

This research establishes the relationship between the digital channels that organizations use to communicate with their audience and the stages of the consumer buying decision process in online stores. Researchers have not treated this relationship in much detail and little-known empirical research has focused on exploring relationships between the two subjects. Establishing this relationship is of crucial importance for organizations and consumers, as it ensures organizations use the digital channels that consumers want. A literature review of digital channels and consumer behavior models was performed, which allowed us to define which are the digital channels and to identify the different models of consumer behavior appropriate for the digital age. A quantitative methodology was used, supported on a questionnaire that allowed us to find out which digital channels are the most appropriate for each stage of the buying decision process. The results show that consumers use more than one digital channel at each stage of the buying decision process and for each stage, a set of digital channels is identifiable that is most preferred. In light of the above, those who are responsible for defining the digital marketing strategy know what types of content they should produce for each digital channel, allowing them to guarantee efficiency in the use of resources while ensuring that consumers get what they want.