Perceived Benefits, Social Influence, Self-Efficacy and Digital Consumerism: The Moderating Role of Digital Accountability

Purpose: The study finds out the impact of perceived benefits, social influence, and self-efficacy on digital consumerism and how digital accountability moderates the conceptual relationship. Organizational capabilities, data privacy and protection, legal, and ethical marketing practices have been conceptualized as digital accountability with fact-based literature review. It is increasingly important for managers and consumer researchers to understand the trend and advocate digital accountability for enhancing digital consumerism in developing economies such as Bangladesh. Methods: Relevant literature on the relationships using a simple extension of the Technology Acceptance Model (TAM) with key variables and subsequent digital consumerism would be the focal points of this study. For developing economies perceived digital accountability has been conceptualized as a moderator. The study is secondary with available literature review and data from the Bangladesh Telecommunication and Regulatory Commissions (BTRC). Findings: The proficiency of organizational capabilities, the role of regulatory authorities, data privacy, legal protection, unethical business practices, and subsequent digital vulnerability will continue to be a big challenge in this 21st century. There is an urgency for a reconceptualization of consumerism so that consumer protections can be improved and a better-functioning digital market can be developed. This paper focuses on the literature gap in key variables and digital accountability to safeguard data privacy and information transparency, improve organizational capability, legal protection of consumers, and ethical business practices into consideration while enhancing digital consumerism. The logical conceptual framework provides the foundation that will further guide this study and future empirical findings. Originality and Value: In the present scenario majority of the population in Bangladesh use computers, mobile devices or smartphones for their digital marketing needs. There is no previous research in digital consumerism in the context of developing nations. Therefore, it is expected to contribute new findings. It will help researchers and policymakers for future policy implications by addressing digital accountability from all dimensions to enhance better functioning digital consumerism. Limitations: The study is based on secondary information and an extensive literature review. The paper only highlights the current state of affairs and draws conclusions based on fact findings and literature gaps.