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The current study aimed to explore the idea of ​​digital DNA as a metaphorical term that refers to the unique digital fingerprint or profile that individuals create through their activities and interactions online and its impact on individuals’ purchasing decision-making process. This took place through focusing on certain set of variables including (browsing and search history, purchase history, location data, demographic information, behavioral patterns, feedback and reviews). For this sake, quantitative methodology was adopted, and a questionnaire was self-administered by (441) customers through Google Forms. Mitigating collected primary done was done depending on SPSS. Results of analysis indicated that digital DNA that includes customers’ online actions and preferences shows remarkable potential to revolutionize their purchase choices. Marketers who study Digital DNA elements from search histories and browsing activity together with digital engagement data obtain profound customer insight to create marketing approaches that align with personal customer preferences. Study recommended that it is necessary for businesses to personalize product recommendations based on customers’ browsing behavior in order to make them more relevant and likely to result in a sale.

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Does Digital ‘DNA’ Really Influence Individuals’ Purchase Decision-Making Process? Looking for an Answer

  • 会议论文

  • 发表日期：

    2026年

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  • Tareq Hashem,
  • Omar Abu Hamideh,
  • Sodfa El-Taher,
  • Hanan Suleiman

摘要

The current study aimed to explore the idea of ​​digital DNA as a metaphorical term that refers to the unique digital fingerprint or profile that individuals create through their activities and interactions online and its impact on individuals’ purchasing decision-making process. This took place through focusing on certain set of variables including (browsing and search history, purchase history, location data, demographic information, behavioral patterns, feedback and reviews). For this sake, quantitative methodology was adopted, and a questionnaire was self-administered by (441) customers through Google Forms. Mitigating collected primary done was done depending on SPSS. Results of analysis indicated that digital DNA that includes customers’ online actions and preferences shows remarkable potential to revolutionize their purchase choices. Marketers who study Digital DNA elements from search histories and browsing activity together with digital engagement data obtain profound customer insight to create marketing approaches that align with personal customer preferences. Study recommended that it is necessary for businesses to personalize product recommendations based on customers’ browsing behavior in order to make them more relevant and likely to result in a sale.