نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The present study aims to investigate the effect of digital transformation, innovation, trust, transparency, and communication on consumer behavior through a comparative study of three countries: Iran, Afghanistan, and Pakistan. To achieve this goal, descriptive-survey research method of structural equation modeling was used by selecting a statistical population including digital users in the three countries above and using a questionnaire tool to collect data. The Completed questionnaires were analyzed using SPSS and PLS softwires. In addition, The validity and reliability of the questionnaire were confirmed through Cronbach's alpha values and average variance extracted. The results showed that digital transformation has a positive and significant effect on customer behavior. Furthermore, the quality of digital communication, digital trust and Transparency also had a positive and significant effect on customer behavior, while the innovation variable did not show a significant effect. consequently, digital trust and transparency play a central role in shaping positive customer behavior. The findings can provide guidance for policymakers and managers to strengthen trust and transparency in digital transformation processes within Islamic countries.
کلیدواژهها English
