Drivers and Barriers of Consumer Behavior Regarding New Technologies and Digital Channels

Focusing on consumer behavior, the book explores the impact of emerging technologies and digital channels on business and consumer interactions. It delves into artificial intelligence and e-commerce, highlighting how these advancements shape consumer attitudes and motivations. The evaluation of anthropomorphism and acceptance expectations is central to understanding why consumers engage with new technologies. Six essays provide in-depth analysis of specific phenomena within these fields, offering insights into consumer behavior in digital environments.