Managing the digital consumer: insights from Brazil and Spain

• Published in: Journal of manufacturing technology management Vol. 30; no. 8; pp. 1196 - 1215
• Main Authors: Monteiro, Thel Augusto, Giuliani, Antonio Carlos, Pizzinatto, Nadia Kassouff, Larios-Gomez, Emigdio
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 09.12.2019; Emerald Group Publishing Limited
• Subjects: Advanced manufacturing technologies; Comparative studies; Consumer attitudes; Consumer behavior; Consumers; Innovations; Optimism; Strategic management; Technology utilization; Brazil; Competitive advantage; Marketing strategy; Customer relations
• ISSN: 1741-038X; 1758-7786
• DOI: 10.1108/JMTM-12-2017-0272

Purpose The purpose of this paper is to analyze the concepts attributed to the use of technology in the digital environment and its relations with consumer behavior in Brazil and Spain. Design/methodology/approach This paper discusses the concepts that cover the use of technology in the relations between technological changes in e-commerce and consumer buying behavior in a digital world, using the Technical Availability Index (Techqual), by Parasuraman (2000), applied to Brazilian and Spanish consumers. Findings Correlations between the concepts attributed to the use of technology by consumers have been identified which, in turn, may allow small- and medium-sized companies to develop strategies to improve engagement with their target audiences. Research limitations/implications This study explains how the understanding of these concepts can be continuously improved, proposing a continuous strategic review by the digital companies. The proposed approach to identify and measure assigned concepts can be tested in different performance sectors. Practical implications This study is unique in presenting concepts that can allow digital companies new ways of approaching their target audience, relationship with customers and positioning strategies. Social implications This research promotes a different look at how consumer behavior is understood, not only by companies, but also by individuals themselves, which may provide a better understanding of their behavior. Originality/value This study presents a comparative study among countries that are references in the digital consumer market, and links theory and practice in studies of consumer behavior.