Digital Transformation of Consumer Behavior: Factors, Models, and Trends

Abstract

Purpose. The purpose of the article is to substantiate the theoretical foundations of the digital transformation of consumer behavior, systematize the key factors influencing its formation, generalize modern models of consumer behavior in the digital environment, and identify current trends in the development of digital consumption. Methods. The methodological basis of the research includes general scientific and special methods of scientific cognition, in particular methods of analysis and synthesis, comparative analysis, systematization, generalization, the structural-logical method, and elements of the systems approach. Their application made it possible to comprehensively investigate the factors, models, and trends of the digital transformation of consumer behavior. Results. The article examines the theoretical and applied foundations of the digital transformation of consumer behavior in the context of the development of the digital economy, the spread of digital platforms, e-commerce, social media, and artificial intelligence technologies. It is substantiated that digitalization transforms not only the channels of interaction between enterprises and consumers, but also the mechanisms of consumer decision-making, communication models, trust formation, and customer experience. The features of modern digital consumer behavior are identified, and the main trends in the transformation of consumption models in the digital environment are characterized. As a result of the study, the essence of the digital transformation of consumer behavior was clarified as a process of changing the models, mechanisms, and channels of consumer decision-making under the influence of digital technologies. The key factors of the digital transformation of consumer behavior were systematized according to technological, economic, socio-communication, psychological, and organizational-marketing characteristics. Modern models of consumer behavior in the digital environment were generalized, and the features of their adaptation to omnichannel interaction conditions were identified. The key trends in the digital transformation of consumer behavior were determined, including personalization of customer experience, the development of social commerce, mobile commerce, influencer marketing, the use of artificial intelligence and data analytics, the formation of digital trust, and omnichannel communication models. Conclusions. It is proved that the digital transformation of consumer behavior is a complex process that encompasses changes in behavioral models, mechanisms of interaction with consumers, and systems for shaping customer experience. It is substantiated that under the conditions of the digital economy enterprises need to move from fragmented use of digital tools to comprehensive management of digital customer experience based on personalization, data analytics, omnichannel interaction, and customer orientation.