Digital Environment: Changes in Customer Behavior Patters
https://doi.org/10.21686/2413-2829-2025-5-254-262
Abstract
The article deals with the problem of changes in traditional customer motives, habits and preferences on the background of fast and large-scale digital transformations. It was pointed out that virtualization and brand new information and communication technologies render multiply effect by covering not only customers but also the field of business activities, goods markets and by turning them drastically into new institutions of digital reality. Attention was focused on the fact that today a new model of consumption and its new archetype i. e. digitalcustomer have been formed. It was highlighted that dematerialization of various deals in the field of value exchange, economic entities’ rejection from real contacts and preferences of on-line-communications are stipulated by a new type of rationality and namely, by wish to minimize different transactions and maximize usefulness. A conclusion was drawn that patterns altering customer behavior are initiated not only by fast changes and continuous arising of innovation but also by mental, individual and personality aspects, value landmarks and personal qualities. The research findings can extend our ideas about the process of customer decision-making and features of behavior practices in times of large-scale digital shift.
About the Author
M. Yu. Varavva
Orenburg branch of the Plekhanov Russian University of Economics
Россия
Россия
Margarita Yu. Varavva, PhD, Assistant Professor of the Department for Economics and Social and Humanitarian Disciplines
50/51–53 Leninskaya/Pushkin Str., Orenburg, 460000
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Review
For citations:
Varavva M.Yu. Digital Environment: Changes in Customer Behavior Patters. Vestnik of the Plekhanov Russian University of Economics. 2025;(6):254-262. (In Russ.) https://doi.org/10.21686/2413-2829-2025-5-254-262
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