DIGITAL TRANSFORMATION IN SHAPING CONSUMER BEHAVIOR IN OMANI SME: A CASE STUDY OF FRANKINCENSE AND INCENSE RETAIL SME IN OMAN

Abstract

The primary objective of this study is to develop a conceptual framework that illustrates the effect of digital transformation on consumer behavior in the case of the Omani retail SMEs. The work utilizes a framework that brings together the studies of the Technology Acceptance Model (TAM), Diffusion of Innovation (DOI), and Unified Theory of Acceptance and Use of Technology (UTAUT), and adds to it Digital Trust. The method followed in this study is a descriptive-deductive hybrid of theory and field-based insights, which leads to a conceptual framework contextualizing digital transformation strategies in SMEs. The framework examines socio-economic realities and digital literacy gaps.  realities with the digital literacy gaps and cultural influences to enhance the level of awareness and increase the ability of an SME to respond to a customer demand that is a result of changes in the ‘digital’ purchasing behavior.