Studying The Relationship Between Digital Fingerprint Analysis And The Effect On Consumer During The Procurement Process Study On A Sample Of Syrian Websites

The aim of this research is to study the relationship between digital fingerprint analysis and consumer impact across the buying process. In order to achieve this, a main hypothesis has been formulated with three sub-hypotheses, according to the stages of the procurement process (pre-purchase, procurement, post-purchase). The researcher used the descriptive method, where the researcher used the questionnaire method to collect the data that were analyzed using statistical tests, the most important of which are: One- Sample T. test and Pearson Correlation. The researcher has reached several results, the most important of which are: There is a good orientation for the adoption of websites for digital fingerprint analysis as a rich source of data, in addition to a strong positive relationship between digital fingerprint analysis and influence on consumer behavior at every stage of the purchasing process. The study recommended that companies analyze the digital footprint in order to better understand customer behavior and provide information about them.