SAS Research Center Fellowship

SAS Research Center Fellowship

Consumer confidence is an established economic indicator measuring consumer?s feelings about the economy and their personal finances. For organization leadership, understanding the confidence of the consumers within a target market can provide valuable insight into investment decisions. General consumer confidence is measured and reported by a variety academic and commercial research organizations. The consumer confidence index is designed, and proven, to be a strong indicator of future spending activity. Businesses are increasingly dependent on digital strategies to succeed in the markets they serve. While many measurements of digital business performance exist, a literature review has not revealed an indicator of consumer confidence in digital business engagement. The hypothesis of the proposed research study is that a digital consumer confidence index may be developed using existing market activity measurements from established secondary census data sources. The research question is, "does a relationship exists between consumer confidence indices and measurements of digital business activity, such as digital privacy perception, availability of digital access, personally identifiable information (PII) regulatory stability, and digital market penetration." The purpose of the study is to provide business leaders with insight into global market indicators that support investment decisions concerning digital business investment. The goal of the research is to develop a country level digital consumer confidence index, using available secondary public census data soures, that may be used by organizational leaders who are making digital business investment decisions.
Sponsor: 
Fiona Sussan
Submission Date: 
August 22, 2016
Funding Status: 
Research Funded
Award Date: 
August 22, 2016

Author

James Rice