El Comportamiento del Consumidor Digital en Tiendas Minoristas

The objective of the study was to analyze the digital consumer behavior of the company Casa Regalo Arte & Decoración S.A.C., Trujillo 2023, the methodology used was applied, quantitative approach, simple descriptive scope, cross-sectional and non-experimental design; the sample consisted of 267 digital consumers of the company Casa Regalo Arte & Decoración S.A.C., and the survey technique and the questionnaire were used as an instrument to collect data. In results it was determined that the behavior of the digital consumer of the company is based on motivation, perception, personality, status, occupation, family and social networks, indicating that their behavior is a mixture of psychological, personal and social factors; concluding that the behavior of the digital consumer of the company is associated with a dynamic environment of data and information, where innovation is permanent and consumers interact with each other and with companies, affecting cultural, economic and technological changes in everyday life.