Abstract
The article describes the basics of research conducted in Russia on consumer behavior in the market of Internet banking services. The author considers the change in the model of consumer behavior, which is caused by the processes of digitalization of the economy of the Russian Federation that are actively taking place at the present time. The role of need as the main factor in the formation of consumer behavior in the field of Internet banking services is emphasized, and the factors that negatively affect the consumption of Internet banking services in the direction of their reduction are identified. The given statistics on the use of Internet banking services by Russian consumers allows the author to draw appropriate conclusions, compare the existing demand for the services offered.
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