Осведомленность поколения Z о тех- нологиях цифровой трансформации бизнеса в условиях технологического сдвига

Abstract

Introduction: the technological shift necessitates digital transformation of business, the results of which directly depend on people with certain competencies. The ongoing changes bring forward the importance of exploring the level of generation Z awareness of digital business transformation technologies for the scientific community, government and business. In the coming years, generation Z representatives will form the core of the human resources of modern companies and public institutions. Objectives: to study the level of generation Z awareness about digital business transformation technologies. Methods: questionnaire. Results: the questionnaire made it possible to determine the level of generation Z awareness about digital business transformation technologies, as well as the popularity and experience of using such services as streaming services, chat bots, video games, cryptocurrencies, online banking, and cashback services. Along with this, the level of generation Z representatives’ awareness about digital technologies (artificial intelligence, digital twins, blockchain, etc.) was assessed. Conclusions: a high level of generation Z awareness about digital business transformation technologies was revealed (88.5%). The results of the study will be useful to government officials for a deeper understanding of the issues of digital transformation of business, to business representatives – for adjusting HR, PR strategies, and the scientific community – when conducting further empirical research.