The aim of this Master’s Thesis is to describe the new and unspecified role of the Digital Advice technology in consumer behaviour within the fast-changing digital environment. This mutable environment is stimulated through the changing factors of Risk and Motivation associated with the online purchase of different product categories. Moreover, the influence of related dimensions such as Gender and Age is discussed. Research which is the first of its kind works with the worldwide unique adjusted data based on the 52 057 real-life interactions between 46 870 consumers and the Digital Advice technology. This primary dataset is further enriched by input coming from the ECID – Grid Questionnaire. Digital Advice role and its importance to the consumer was confirmed within the product categories which online purchase is associated with a higher level of the perceived Risk factor. Direct connection of other researched dimensions such as Gender and Age was not confirmed, however, a hidden mediator of product categories importance was found. The Master’s thesis offers definition of the Digital Advice role in consumer behaviour and sketches its possible future impact on academic and business field through the first research of its kind.
digital advice; guided selling; consumer behaviour; consumer journey; digital marketing