DMCS3110 Digital Technologies and User Behaviour (6 op)

Digital technologies are everywhere and their significance in our everyday life is hard to ignore. This course has been designed to provide a thorough understanding on digital technologies. Particular emphasis is placed on learning not only the need and importance of digital technologies, their adoption and usage, but also the factors and consequences effecting the consumers when chose to adopt and use these technologies. Notable technologies or themes include e-commerce, mobile commerce, mobile banking, mobile financial services, and so forth. We consider the viewpoint of the organization including banks from the end-user perspective in understanding various factors that affect user intention in adopting and continuously using various digital technologies. We start by looking at the nature of the field as presented by contemporary or present peer-reviewed academic journals and popular market or industry reports followed by case studies and class discussion/presentations. Consequently, the topics which will be discussed during the course will equally focus both the theoretical and practical aspects. Most of the lectures include a small case-like assignment and reading material. They will always be introduced at the end of a lecture, and discussed at the beginning of next lecture.

Contents:
Intention to use digital / mobile services and technologies
Digitization and consumer behavior
Technology acceptance / adoption
Famous technology adoption models, theory, and frameworks.
Continuously using digital / mobile services and technologies
Resistance to digital technology acceptance
Electronic business and mobile-enabled information systems
Brand engagement and consumer behavior
Purchasing paths

After completion of the course the student is able to:
Understand core concepts involving digital technologies and consumer behavior through class lectures, case studies and interactive discussions.
Classify the various theories concerning user acceptance of digital technologies
Classify the different factors that affect user acceptance of digital technologies
Explain how purchasing paths have changed due to digitalization
Plan, implement and analyze digital marketing based on the theories of user acceptance and online purchasing behavior
Produce information and develop solutions for management about user acceptance and user buying process and factors affecting it

Articles and cases announced by the instructor.