Identifying Demand Gaps in Campus Digital Consumption among University Students in the Guangdong–Hong Kong–Macao Greater Bay Area: Evidence from the Critical Incident Technique
Abstract
With the pervasive integration of digital technologies into campus life, digital consumption has become an integral part of university students' daily lives. However, gaps still exist between the provision of campus digital services and students' consumption needs, which may negatively affect their consumption experiences and satisfaction. To identify types of demand gaps in campus digital consumption among university students in the Guangdong–Hong Kong–Macao Greater Bay Area , this study adopted the Critical Incident Technique to collect students' negative consumption experiences. A total of 113 valid critical incidents were obtained through an open- ended questionnaire survey. The results indicate that these critical incidents are primarily associated with five dimensions: information accuracy, system reliability, ease of use, service availability, and fulfillment accuracy. Among these, information accuracy and system reliability accounted for the largest proportion of incidents, indicating that poor information synchronization and unstable system performance are major challenges for campus digital consumption services. Further analysis revealed that demand gaps were primarily characterized by service deficiencies, while service absence played a secondary role. The findings enrich existing literature on campus digital consumption and service failure, and provide practical implications for campus service optimization as well as the development of AI-driven precision marketing strategies.
Keywords
Critical Incident Technique; Campus Digital Consumption; Demand Gaps; University Students; Guangdong–Hong Kong–Macao Greater Bay Area; AI?driven Precision Marketing
References
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