The Impact of Data-Driven Decision-Making on Consumer Dynamics in the International Digital Environment: An Empirical Study Using the 5As Path Model

Abstract

 This study aims to analyze the effect of Data-Driven Decision Making on the dynamics of consumer behavior in the international digital environment by employing the Consumer Journey Model (5As) as a framework for interpreting the development of consumer behavior across its different stages. The study adopts a consumer perspective and conceptualizes Data-Driven Decision Making as a multidimensional variable encompassing data quality, technological infrastructure, data governance, advanced analytics and the behavioral adoption of data-driven practices. The study adopts a descriptive-analytical approach. Data were collected through an electronic questionnaire administered to a sample of consumers in the international digital environment. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model and examine the direct and sequential structural relationships among the study variables. The findings show that Data-Driven Decision Making has a positive effect on all stages of the 5As model and strengthens the sequential interconnectedness of the digital consumer journey. These findings confirm that data-driven marketing contributes to building an integrated consumer experience that supports engagement, trust and loyalty in international digital markets.