Measuring Consumer Digital Competence: Evidence from the Russian Market

Ольга Николаевна Алканова, Руслан Сергеевич Лабазанов

Результат исследований: Материалы конференцийтезисырецензирование


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.
Язык оригиналаанглийский
СостояниеНеопубликовано - 2020
СобытиеGSOM Emerging Markets Conference 2020
St. Petersburg, Russia | November 11-18, 2020
- СПбГУ, СПб, Российская Федерация
Продолжительность: 11 ноя 202018 ноя 2020


конференцияGSOM Emerging Markets Conference 2020
St. Petersburg, Russia | November 11-18, 2020
Сокращенный заголовокGSOM EMC 2020
СтранаРоссийская Федерация
Адрес в сети Интернет

Предметные области Scopus

  • Маркетинг

Ключевые слова

  • digital competence
  • consumer digital competence