ICT and Consumer Behavior: A Study of Students’ Self-Perceived Digital

Abstract

The aims of this study to examine the adaptation of ICT through the analysis of digital consumer needs and digital advertising preference by students. The study is conducted with a survey of students as consumers who have getting advertisements information based on ICT. There are 205 respondents collected their data through a questionnaire, which is students from higher education. Analysis technique uses through factor analysis and linear regression. The research results are known that digital consumer needs have the support to the changes positively from digital adverting preference. There are some indicators which become consumer preference in facing ICT, such as opt-in advertising, engine advertising, mobile advertising, social media network, and interactive advertising. The research findings have a benefit for companies in making decision related to business strategy by using ICT and consumer behavior.