Measuring the Impact of Digital Technology on Consumer Behavior Using Machine Learning: A Case Study of Saudi Arabia Research-in-progress
AI and Intelligent Systems in Practice: 45ISM 2025
Digital technology has profoundly reshaped consumer behavior, influencing purchasing decisions and interactions with businesses. This study investigates the impact of digital technology on consumer behavior in Saudi Arabia. Grounded in the UTAUT2 framework, the research integrates Digital Trust and Personalization as key mediating factors. A…