Digital economy and consumer purchase decisions in retail appliance stores in Ecuador

Abstract

This study investigates how dimensions of the digital economy affect purchasing decisions in Ecuador’s retail appliance sector. Using Spearman’s Rank Correlation Coefficient and hierarchical clustering analysis on data from 658 participants, the study finds a strong positive correlation between digital economy factors (such as technological infrastructure and social impact) and purchasing decisions. The research highlights the need for improved digital services and infrastructure. It concludes that a comprehensive digital strategy is crucial for enhancing consumer satisfaction and economic growth.