TRANSFORMATION OF THE MICROECONOMIC MODEL OF CONSUMER BEHAVIOR ON THE MARKET IN THE CONDITIONS OF THE DIGITAL ECONOMY
| Autor: | Olena Gubar, Anna Pereverzieva |
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| Rok vydání: | 2021 |
| Předmět: | |
| Zdroj: | Black Sea Economic Studies. |
| ISSN: | 2524-0900 2524-0897 |
| DOI: | 10.32843/bses.66-2 |
| Popis: | The factors that identify the characteristics of consumer behavior in the spread of information and communication technologies and their use in all spheres of society are studied in the article. The relevance of the study is due to the acceleration of the digital economy and its spread to all spheres of society, including the transformation of consumer preferences and value orientations in purchase decisions. The purpose of the article is to determine the characteristics of consumer behavior belonging to different generations. The issue of transformation of structure and, in particular, manner of consumption in the conditions of the digital economy is studied. The analysis of the influence of socio-economic and historical preconditions on the value orientations of consumers is carried out. Within the framework of the theory of generations, the issue of selection of stable social groups (generations), their periodization, and separation of the main values of each is considered. One of the key values that determine the affiliation to society, a certain generation, and, accordingly, form a certain microeconomic model of consumer behavior - cosmopolitanism in the growing pace of information and communication technologies, the availability of the Internet resources - is studied. There are analyzed the most important features of consumer behavior in the formation and development of the digital economy, characteristic of all generations, namely vertical trust (trust in public authorities and the media) and horizontal trust (trust in information obtained from the immediate environment and social media). The influence of social networks and the environment on purchasing decisions in terms of individual generations - X and Y - is considered. The increase in the level of access to information, the range of consumer opportunities to maximize the usefulness of goods through an individual approach to supply is analyzed. The peculiarities of market transformation and its focus on consumer preferences and values, the possibilities of digital technologies to reduce transaction costs in the buying and selling process, the prerequisites for shifting consumption from long-term to short-term type are defined. |
| Databáze: | OpenAIRE |
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