Master of Science
Department or Program
Mass Communication and Media Arts
AN ABSTRACT OF THE RESEARCH PAPER OF
JOHN QUIGLEY, for the M.S. degree in MASS COMMUNICATION AND MEDIA ARTS, presented on APRIL 3, 2015, at Southern Illinois University Carbondale.
TITLE: CONSUMER BEHAVIOR IN DIGITAL MARKETS
Advancements in technology have reshaped the way we behave as consumers. Today’s commerce is turning digital. Consumers are becoming more aware of electronic commerce and the security concerns that come with e-commerce. This study will outline the differences of traditional commerce and electronic commerce, and how and why it is changing the market place.
A survey was also completed, a sample of 66 undergraduates. Showed a positive outlook on the future of e-commerce. A little over half “57.8%” responded saying they still find it difficult to spend a vast amount of money while purchasing a good online. This paper will outline the pros and cons of e-commerce, traditional brick and mortar businesses and consumer behavior.