The impact of digital innovations on transforming consumer behaviour and decision-making case of study: online Algerian retailers

الملخص EN

This paper focused on the link among digital innovation, customer behaviour and decision-making.

We chose Algerian online retailers as a case study since it is one of the sectors integrating digital innovation in Algeria.

We have approached this topic from a customer's perspective as they became aware of different digital innovations in this retail sector, making the study realisable.

This work is divided into two parts; the first is theoretical, where we will dress an overview of digital innovation in businesses and the transformation of consumer behaviour and decision-making due to digital innovation implementation.

The second part is devoted to the empirical study, in which we will discuss the results of our online survey intended for regular consumers of all ages.

The objective is to understand better consumer behaviour and the transformation of decision-making processes in the online Algerian retailer sector.