Exploring the Role of Technological Interventions in Consumer Buying Behvior
Historically, abundant research has explored the dimensions of consumer behavior within the context of traditional retail businesses. However, with the rise in digitalization, availability of faster internet speeds, and emergence of freemium business models there is a dire need to revisit our understanding of traditional consumer behavior models. An application of this radical change can be seen within the context of various online free-to-play multiplayer games that offer in-game customization options such as cosmetic changes within the character designs, possibility of changing whether effects, innovation map designs, new playable game modes, and similar options offered to customers in a form of a compendium. This phenomenon has greatly rejuvenated the need to rethink consumer behavior models from physical to digital marketplace. Therefore, this paper attempts to present a better understanding of consumer buying behavior within the context of digital marketplace by incorporating the theoretical foundations of digital innovation. Furthermore, variety of customer orientations have been explored with an aim to provide better understanding of customer purchase decisions in an online multiplayer game called Defense of the Ancients
2 (Dota 2). Lastly, the paper proposes several theoretical propositions that lay down the foundational work towards reconceptualizing consumer behavior as a consequence of digital innovation within the context of virtual marketplace.