The evolution of consumer behavior in the age of digitalization Víctor Iván Criollo Pavón1*

Abstract

Digitalization has significantly transformed consumer behavior, driving the growth of e-commerce and the adoption of new technologies. The objective of this study is to analyze how digitalization has transformed consumer behavior and what key factors have influenced these changes in the home appliance sector in the city of Guayaquil. A mixed methodology combining qualitative and quantitative approaches was used to explore the correlation between digitalization and purchasing habits. The results reveal that most consumers recognize the positive impact of digitalization, with a notable increase in the use of digital tools. In addition, more than 80% of respondents consider the ease of use and navigation of e-commerce platforms to be crucial. The findings highlight the importance of intuitive interfaces, mobile site optimization and the availability of digital payment options to enhance the customer experience and increase conversion.