ПОТРЕБИТЕЛЬСКОЕ ПОВЕДЕНИЕ В УСЛОВИЯХ ЦИФРОВИЗАЦИИ В ЭКОНОМИКЕ

Abstract

The article examines the structure of modern consumer behavior in the context of digitalization of trade. An important consequence of the development of Internet technologies is the digitalization of society, as well as the virtualization of various aspects of economic relations. These aspects include not only the digitalization of money, but also the digitization of markets for goods and services. The paper analyzes statistical data on sales on the Internet, as well as on the dynamics of the growth of the online shopping market in Russia and the world as a whole. Trends in the structure of the use of Internet services are revealed. Analysis of the Internet traffic of Russian citizens revealed an increase in its use as a means of ordering goods and services. There was a pronounced increase in the volume of online purchases, in particular, since 2017, there has been an increase in the number of orders on the Internet in Russia, but more than half of the country's population does not use the Internet to make purchases. The assessment of the behavior of modern consumers is given. The reasons that can influence consumers when choosing a shopping method are identified. The analysis of the terms of transactions in the digital space revealed differences and similarities with the classical theory of economic behavior. Due to psychological aspects, the use of funds on the Internet increases the expenses of the population. Using the example of the use of Internet sites and services, a brief justification of current trends in behavioral economics is given. Various techniques and methods of sales promotion on the Internet are described. Parallels are drawn between the techniques of offline and online stores to attract the attention of customers. The shares of Internet commerce in the GDP of various countries are considered. The advantages and disadvantages of digital and direct trading are revealed. There is a difference in the number of competitors in both cases. Psychological factors affecting the attitude of consumers to sellers are described. With the continuing trend, the modern Russian economy is striving for full digitalization. The use of new Internet technologies has led to a change in the format of interaction between sellers and buyers.