The impact of digitalization on the transformation of the consumer market
Abstract. The existing interest in the transformation of the consumer market due to digitalization, on the one hand, and the need to improve scientific developments in the field of theory, methodology and practice of economic research, on the other hand, determine the relevance of the topic of this article. Ihe research purpose was to diagnose and evaluate the modification of the consumption process under the influence of transformational trends taking place in the consumer market in the context of digitalization. The article highlights and describes the main trends in the impact of digitalization on the modification of the consumption process in the consumer market through the prism of the transformation of the market itself. Based on the conducted research, a significant transformation of the consumption process in the consumer market was proved, and in this regard, approaches to its research based on diagnostics and evaluation of the transformation processes of consumption models were rethought.
Keywords: digitalization, consumer market, trends, identification, consumption indicators, consumer behavior, consumer behavior models, consumption patterns
Highlights:
♦ the main trends in the transformation of the consumer market under the influence of digitalization are the transformation of the information content and the content of the main characteristics of the consumer market, smoothing the "outlines" of goods and services, modification of the infrastructure and organizational structure of the market based on the reorganization of approaches to building relationships between producers and consumers; development of new information and communication technologies;
♦ modification of consumer behavior models arises as a result of clarifying the essence and content of the main elements and characteristics of the consumer market, as well as a result of the complication and change in the mechanism of consumer decision-making;
♦ consumption transformation criteria allow diagnosing and evaluating the transformation of the consumption process taking place in the consumer market.
Irina V. Petruchenya, Elina A. Batraeva - Siberian Federal University, Krasnoyarsk, Russia