ПЕРСПЕКТИВЫ И ЦИФРОВЫЕ УГРОЗЫ МАССОВОГО ПЕРЕХОДА МИКРОПРЕДПРИНИМАТЕЛЕЙ НА ИНТЕРНЕТ-ПЛАТФОРМЫ

Abstract

The rapid emergence of advanced technologies, internet platforms and the spread of the sharing economy are the drivers of economic change. In addition to opportunities, new threats are being created for entrepreneurs in the form of digital monopolies. Platforms modify economic entities and the behavioral models they apply. Refusal or consent to carry out business activities using internet platforms generates a digital divide. The consequences for the most massive small form of Russian business – microentrepreneurs are not obvious. Considering all microentrepreneurs, including those who do not have state registration, the cumulative consequences can be very significant for the entrepreneurial ecosystem. The purpose of the article is to systematize scientific approaches to the study of prospects and digital threats of the mass transition of microentrepreneurs to internet platforms. Using the methods of content analysis of foreign and Russian publications, it is systematized that the problems of transition are investigated in three directions: the consequences of the economy of shared consumption, the study of models of entrepreneurial behavior and cognitive distortions. The lack of scientific knowledge about the prospects and digital threats of the transition of microentrepreneurs to internet platforms has been established. The scientific significance lies in the actualization of this scientific field. In future studies, it is necessary to assess the extent and motives for the dissemination of business behavior models on internet platforms. And identification of entrepreneurial patterns and their consequences for the entrepreneur himself and the entrepreneurial ecosystem.