How Information Technology (IT) Is Shaping Consumer Behavior in the Digital Age: A Systematic Review and Future Research Directions

Abstract

The success of modern businesses hinges on their capability to recognize and explore emerging patterns in consumer behavior within the context of information technology (IT). While the study of consumer behavior has made notable progress, there remains a need to study the convergence between IT and consumer behavior to discover new prospects and insights that can improve business performance. Therefore, conducting a thorough study to evaluate the current state of research in this area is imperative. This endeavor can accumulate and map current research, extending knowledge and good practices for businesses and stakeholders. This study studied the intersection of IT and consumer behavior using the systematic literature review (SLR) approach and the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) 2020 guidelines. The primary objective was to review the comprehensiveness of systematic review reports and meta-analysis studies in journals indexed with the SSCI and SCIE categories of the Web of Science. After applying the PRISMA approach, a sample of 40 eligible articles was finalized for further review. It identified four critical themes related to research: technological diffusion, disruptive consumer behavior, IT and consumer behavior, and the impact of IT on consumer behavior. The study’s results deliver practical implications for businesses and stakeholders and contribute to progressing knowledge in this domain.