A Study of Consumers' Perceptions of Online Shopping-Related Content

Abstract

The purpose of this study is to examine the influence of digital content on consumers' online behavior. The article discusses the characteristics of digital content marketing in modern business. It highlights that Georgian companies are increasingly utilizing digital technologies; however, research on content marketing specifically related to online shopping is still limited, which hinders the development of the local market in this area. Based on an analysis of various literature, research hypotheses have been formulated, and a conceptual model for the study has been developed. This paper employs a quantitative research method, specifically an online survey. The main variables of the study include the perceived usefulness of content, ease of use, informativeness, consumer engagement, attitudes towards content, and purchasing intentions. A total of 805 respondents participated in the survey, and the data collected were processed using regression analysis. The study produced statistically significant results that validate the effectiveness of the developed model. The findings of this study hold theoretical significance for the advancement of content marketing. They will assist companies in creating content that is tailored to their target customers and in establishing effective communications with them.