Age in the Consumer Behavior Change

Abstract

This chapter deals with the issue of consumer behavior change by taking the case of a digital service such as m-banking and supports the arguments with suitable data analytics. To fulfill this objective, it utilizes the two indicators of awareness and perceived value as the determinants of consumer behavior. The chapter intends to throw light on the relationship between awareness, perceived value, and usage of m-banking, and also helps to find out how the interaction of age affects this relationship. For this purpose, a sample of 524 m-banking users was utilized from the state of Punjab in India. Further, the generated data is analyzed using linear regression and moderated regression analysis. The findings reveal important implications for the banks and other researchers in terms of awareness and perceived value and also depict how the behavior of consumers can change as per their age in this socio-digital era.