• Bala Suriya S

The study looks at how the digital transition affects consumer behaviour and corporate objectives. Technology has changed how customers and organizations interact, simplifying consumer decision-making and moving the focus of business models from ownership to access. Businesses are adjusting and gaining knowledge from AI and data analytics to meet the demands of tech-savvy customers today. The prevalence of e-commerce has produced strong online presences, safe payment gateways, and efficient supply networks. But issues like cyber security risks, data privacy, and closing the digital divide continue to exist. With the convergence of 5G, IoT, and AI, new avenues for development and customised experiences open up in the technological landscape. The report offers a thorough examination of the connection between consumer behaviour and digital transformation, emphasising the difficulties that firms must overcome and providing tactical advice for using digital technologies in an ethical manner. It highlights how important it is to have ethical standards and open business procedures in order to build and preserve customer trust in the digital era.

Digital transition, Consumer behaviour, AI (Artificial Intelligence), E-commerce, Cyber security risks. Digital Transformation.

"A STUDY ON IMPACT OF DIGITAL TRANSFORMATION ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 5, page no.h653-h665, May-2024, Available :http://www.jetir.org/papers/JETIR2405784.pdf

"A STUDY ON IMPACT OF DIGITAL TRANSFORMATION ON CONSUMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 5, page no. pph653-h665, May-2024, Available at : http://www.jetir.org/papers/JETIR2405784.pdf