Consumers Attitude, Digital Literacy and Social Influence towards ICT Usage: An Empirical Study in Delhi-NCR Region

Abstract

The rapid development of information and communication technologies (ICT) has resulted in changes to traditional modes of communication and methods in which people connect with one another. The current state of technology has advanced to the point where a single smartphone equipped with internet access may perform the functions of a variety of information and communications technology (ICT) devices at a cost that is quite reasonable. The study of consumer attitudes, digital literacy, and the effect of social attitude is becoming important for modern marketers operating in India in a highly competitive environment. This study aims to compare respondents’ levels of digital literacy, social influence, and attitude across various age groups and educational levels, as measured by connecting measures. In addition, research is conducted to determine whether or not these many conceptions have any significant relationships with one another at the same time. The results of the study indicate that teenagers had more favourable consumer attitudes toward ICT usage compared to the middle age group. The conclusion of the survey is reinforced by the common view of the public that teens have greater proficiency in digital literacy and are more socially inclined towards ICT usage.

Keywords: Information and Communication Technologies, Digital Literacy, Social Influence ANOVA and Consumer Attitude

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