The evolution of paradigms of consumer behavior in the digital age
https://doi.org/10.29030/2309-2076-2023-16-2-26-36
Abstract
The article aims to trace the evolution of consumer behavior paradigms under the influence of information technology. An attempt is made to project the future behavior of consumers in a dynamically developing digital space.
About the Author
D. A. Shevchenko
Russian State Social University; Guild of Marketers
Russian Federation
Russian Federation
Dmitry A. Shevchenko - doctor of economic sciences, professor, head of the Department of communication management and relationship management, Russian State Social University, marketing research expert
Moscow
References
1. Barinova N.V., Barinov V.R. Transformation of economic behavior of consumers in the digital world. Vestnik Rossijskogo ekonomicheskogo universiteta im. G.V. Plekhanova = Bulletin of the Plekhanov Russian University of Economics. 2020;17(5(113)):169-181. (In Russ.).
2. Mantrova M.S. Changing the behavior of a modern consumer and the concept of marketing in the conditions of digital transformation. Finansovaya ekonomika = Financial Economics. 2022;(1):55-59. (In Russ.).
3. The consumer decision journey. URL: https://www.mckinsey.com/capabilities/growthmarketing-and-sales/our-insights/the-consumer-decision-journey.
4. The long way to the checkout: how do consumers make a purchase decision? URL: https://vc.ru/marketing/46132-dolgiy-put-k-kasse-kak-potrebiteli-prinimayut-reshenie-o-pokupke. (In Russ.).
5. Tokarev B.E., Semenov I.V., Shkarovsky S.I. Comparative analysis of consumer path models in real and digital environments. Vestnik Yuzhno-Ural’skogo gosudarstvennogo universiteta = Bulletin of the South Ural State University. 2021;15(4):171-180 (Series: Economics and Management). (In Russ.).
6. Understanding and shaping consumer behavior in the next normal. URL: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/understanding-andshaping-consumer-behavior-in-the-next-normal.
7. How to use hyperlocal targeting correctly. URL: https://ppc.world/articles/kak-gramotnoispolzovat-giperlokalnyy-targeting. (In Russ.).
8. Ganebnykh E.V. Customization of banking services. Sochi Journal of Economy. 2022;16(3):170-175. (In Russ.).
9. Consumer behavior patterns of modern Russians: sociological analysis. Social’nogumanitarnye tekhnologii = Socio-humanitarian technologies. 2018;(1(5)):26-31. (In Russ.).
10. Online shopping: the new Russian norm. URL: https://wciom.ru/analytical-reviews/analiticheskii-obzor/pokupki-v-internete-novaja-russkaja-norma. (In Russ.).
11. Top 20 best travel apps. URL: https://travelinka.ru/prilozhenija-dlja-puteshestvijluchshie-poleznye-top-mobilnye-prilozhenija-dlja-puteshestvij. (In Russ.).
12. Shevchenko D.A. Digital marketing: textbook. URL: https://biblioclub.ru/index.php?page=book&id=686507. (In Russ.).
13. Stepanov A.A., Savina M.V., Stepanov I.A. Efficiency of digital transformation: essence, content, evaluation criteria. Economic Systems. 2022;15(1(56)):12-24. (In Russ.).
Review
For citations:
Shevchenko D.A. The evolution of paradigms of consumer behavior in the digital age. Economic Systems. 2023;16(2):26-36. (In Russ.) https://doi.org/10.29030/2309-2076-2023-16-2-26-36
Views:
48
JATS XML
Email this article 