Decoding the hyper-connected consumer: unveiling the factors that influence decision-making

The proliferation of internet accessibility, mobile devices, the surge in online platforms and intelligent technologies, as well as the rapid advancements in the technological domain have fostered hyper-connectivity. This hyper-connectivity influences how consumers behave and make purchase decisions. This study makes use of quantitative research to explore the factors that influence the decision-making process of the hyper-connected consumer. Non-probability, simple random sampling was utilised for the study. The data was collected through surveys, and the instrument was tested using Likert scales. An online questionnaire was disseminated to consumers from within South Africa and yielded 306 valid responses. The results were analysed using exploratory factor analysis to identify and extract the latent factors of decision making for the hyper-connected consumer from the data collected. The main findings identified six factors that are grouped into intrinsic and extrinsic factors that influence the decision-making of the hyper-connected consumer. The intrinsic factors identified include personal insights and influences, and subjective knowledge. The extrinsic factors identified include sources/channels of information, price and financial influences, and personal and family needs. The factor labelled social influences was found to encompass characteristics of both intrinsic and extrinsic factors. The study not only provides greater insights into the changing nature of consumer behaviour in a hyper-connected world but also provides actionable insights for industry stakeholders. Key Words:Hyper-connectivity, Connected, Consumer decision-making, Digitalisation, EBM Model