TY - CONF

T1 - Measuring Consumer Digital Competence: Evidence from the Russian Market

AU - Алканова, Ольга Николаевна

AU - Лабазанов, Руслан Сергеевич

N1 - Conference code: 7

PY - 2020

Y1 - 2020

N2 - As global digital transformation of everyday life goes on, understanding consumer digital competence (CDC) is crucial for businesses success. However, contemporary literature provides little tools that allow measuring CDC for managerial decision making (Malchenko et al., 2020). Thus, the aim of the presented study is to develop and empirically test a scale for CDC measurement. The model was based on analysis of existing digital competence frameworks and models and further empirically tested on VK social network users. The data was collected in April-May 2020 in St. Petersburg local online communities in VK with a resulting sample of 240 respondents aged 15-44. A combination of convenience, snowball and quota sampling techniques were applied. IBM SPSS Statistics was used for exploratory and confirmatory factor analysis. As a result, we identified a set of 14 statements that form 3 factors (dimensions) of CDC, i.e. Digital toolbox, Digital efficiency, and Digital safety. Digital Toolbox, explains, what instruments and tasks are available to the individual, while the other two, characterize how these tasks are performed (level of efficiency and safety). The main contribution of the study is the clear identification of efficiency as a dimension of CDC (less time- and effort-consuming technology use) which is not a common point in the existing models.

AB - As global digital transformation of everyday life goes on, understanding consumer digital competence (CDC) is crucial for businesses success. However, contemporary literature provides little tools that allow measuring CDC for managerial decision making (Malchenko et al., 2020). Thus, the aim of the presented study is to develop and empirically test a scale for CDC measurement. The model was based on analysis of existing digital competence frameworks and models and further empirically tested on VK social network users. The data was collected in April-May 2020 in St. Petersburg local online communities in VK with a resulting sample of 240 respondents aged 15-44. A combination of convenience, snowball and quota sampling techniques were applied. IBM SPSS Statistics was used for exploratory and confirmatory factor analysis. As a result, we identified a set of 14 statements that form 3 factors (dimensions) of CDC, i.e. Digital toolbox, Digital efficiency, and Digital safety. Digital Toolbox, explains, what instruments and tasks are available to the individual, while the other two, characterize how these tasks are performed (level of efficiency and safety). The main contribution of the study is the clear identification of efficiency as a dimension of CDC (less time- and effort-consuming technology use) which is not a common point in the existing models.

KW - digital competence

KW - consumer digital competence

M3 - Abstract

T2 - GSOM Emerging Markets Conference -2020

Y2 - 11 November 2020 through 18 November 2020

ER -