Abstract
The article is dedicated to a comprehensive analysis of the impact of digital transformation on changes in consumer markets and behavior patterns. The main focus of the study is on the cognitive aspect associated with consumer adaptation to a dynamically developing digital environment, including changes in customer preferences and their decision-making processes. The paper highlights the challenges of the digital economy related to information security, monopolization of markets and differences in digital education and access to technology. The article also shows the interrelationships between technological innovations and consumer behavior, emphasizing the need for companies to develop adaptive strategies. In the context of this work, the authors present a conceptual framework and develop hypotheses for subsequent quantitative studies that contribute to understanding the impact of digital transformation on market participants. The article is published as part of the implementation of the Consortium agreement for conducting joint scientific research projects between IRES Russian Academy of Sciences and Baltic State Technical University «Voenmeh» D.F.Ustinov.
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