Model of Consumer Behavior during the Digital Transformation of the Economy

Yegina, Natalya A.; Zemskova, Elena; Anikina, Natalya V.; Gorin, Vladimir

doi:10.7232/iems.2020.19.3.576

Cited by 10 publications

(6 citation statements)

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“…The Business-to-Consumer (B2C) sector consists of transactions between a company and a customer who, upon engaging with the products on a particular website, seeks to complete the shopping experience in an efficient, fast, and user-friendly manner, devoid of unnecessary formalities. Research on e-consumer behavior spans a wide array of perspectives [36][37][38][39], acknowledging the diversity among consumers. Similar to the diversity in goods, services, and products, there exists a multiplicity of e-consumer types.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Types of E-Consumers and Their Implications for Sustainable Consumption—A Study of the Behavior of Polish E-Consumers in the Second Decade of the 21st Century

Gajdzik,

Jaciow,

Wolny

2023

Sustainability

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This article is based on the findings of a longitudinal study examining the behavior of Polish e-consumers. A series of methodically planned and executed surveys was conducted to elucidate the evolution of online consumer behavior over the past decade. The objective of this article is to diagnose changes in the behavior of selected types of e-consumers from Generations X and Y over the last decade, and link them to the concept of sustainable consumption. The 2020 study employed a sample possessing attributes similar to the 2010 research study, maintaining the sample distribution in terms of gender, education, and age. Characterizations of the identified consumer types were derived from prevalent psychographic traits, attitudes towards oneself and others, behavioral patterns, and determinants of buying behavior. Four distinct types of Polish e-consumers were identified: HQ_type (those seeking the Highest Quality products), MS_type (those intending to Save Money during shopping), LT_type (those dedicating the Least amount of Time to shopping), and DP_type (those Deriving Pleasure from the shopping experience). The identified Polish e-consumer types were subjected to a comparative analysis spanning a decade. The findings reveal significant alterations in the behavior of e-consumers representing various types, with a trend favoring sustainable consumption. Generally, Polish e-consumers are shown to demonstrate conscious and sustainable consumption behaviors, such as effective financial management, especially evident in the MS_type group. They typically purchase products within their means, avoiding expensive credits to fulfill their “needs.” Half of the HQ_type, MS_type, and LT_type e-consumers recognize the importance of budgeting and spending tracking for informed consumption, whereas the DP_type, who enjoy shopping, tend to overlook active financial management, perceiving it as a burdensome task. Over the years, a positive shift in the HQ_type’s attitude towards spending management has been observed. A significant aspect of conscious and sustainable consumption involves planned purchases. More than half of the HQ_type, MS_type, and LT_type e-consumers adhere to ready-made shopping lists, while the more impulsive DP_type frequently opts to shop in-store without any preceding planning. This research carries both theoretical and practical implications. The repeatability of the studies renders them a fundamental source of knowledge about the studied populations over time, and serves as an exclusive means of learning about changes in market phenomena and processes in a scientific manner. The findings of this article may prove valuable for e-commerce managers in devising strategies for effective sales promotion and customer communication for different types of e-consumers.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Types of E-Consumers and Their Implications for Sustainable Consumption—A Study of the Behavior of Polish E-Consumers in the Second Decade of the 21st Century

Gajdzik,

Jaciow,

Wolny

2023

Sustainability

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“…Повертаючись до аналізу інститутів поведінкової економіки, варто зазначити, що поведінковий підхід став основою конкретних заходів з моделювання економічної поведінки споживачів, причому моделювання здійснюється не тільки бізнесом для досягнення своїх цілей, але і державою для досягнення суспільних цілей [13].…”

Section: аналіз останніх досліджень і публікаційunclassified

Behavioral Institutions of the Digital Economy: Impact on Human Behavior, Transformation of Property Relations and Levels of Trust

Osetskyi¹,

OSETSKA²,

Demydiuk³

2023

RTEM

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Goal. The article discusses the main features of behavioral economics as a new section of economic theory. The new direction in theory is a reflection of the actual change in the model of human behavior, the impact of the digital economy on the individual and the transformation of property relations under the influence of the market environment, which brings to the fore the issues of recognition of rules, the definition of reputation as a level of trust and economic ethics. It is shown that serious shifts in property relations in the behavioral economy act as evidence of the profound nature of the changes in the institution of property rights under the influence of ethical, social, psychological and other behavioral assumptions in economic behavior. Methodology. The study is based on dialectics as a scientific and philosophical method of knowledge, a systematic approach, analytical and expert economic method. First of all, behavioral economics relies on observation and experimentation. A distinctive feature of modern research methods has been the development of an economic model of human behavior based on and influenced by empirical facts collected in the field of behavioral and experimental economics. In essence, the paper uses an interdisciplinary methodology, formed by the efforts of both economists and psychologists, is an example of productive interaction between theoretical and experimental sciences. Results. The article systematically and comprehensively analyzes the specificity of behavioral institutions inherent in the digital economy. It has been revealed that academic economists have come to the realization that not only economic, but also all social institutions, the system of norms and rules, moral values are not only important, but vital for the transformation of all types of property, at the same time the role of the institute of property rights is increasing. It is proved that moral norms are not enough to ensure a climate of trust in the economy. It has been argued that it is especially important to minimize transactional losses by achieving a high level of trust of all agents in the leading economic institutions in conditions of decline in economic and business activity. Scientific novelty. Theoretically proved that behavioral economics is formed as a new intellectual platform of scientific community, a new type of scientific thinking, explicitly taking into account psychological, moral and other behavioral assumptions in economic behavior. It is proved that today the digital economy fundamentally changes the model of the institution of property rights, forms innovative business models, which become an important core of behavioral economics. It is indicated that trust forms the reputation of the subjects and institutions of the behavioral economy. Practical Significance. The practical conclusions of the article are that behavioral economics is a new and promising area of research, which has proposed a completely new model of the individual in the economy and has largely changed the view of modern economic science. Behavioral economics has shown and proved how much human behavior in real life deviates from ideal rational behavior. The reasons for modification of the human model in economics under the influence of various economic, social, psychological and other factors are given. In behavioral economics the problem of formation of new forms of realization of institute of property rights is actual, and any paradigm of behavioral economics should solve the problem of trust in interrelations between economic subjects in preservation of property rights system.

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“…(Anggraeni et al, 2023) Perkembangan teknologi yang pesat telah memfasilitasi pertumbuhan perdagangan online, yang mengarah pada pergeseran preferensi konsumen terhadap belanja online. (Yegina et al, 2020) Platform e-commerce seperti Shopee telah menjadi bagian tak terpisahkan dari kehidupan sehari-hari konsumen, memberikan kemudahan dan efektivitas dalam layanan belanja. (Hermawan, 2023) Perkembangan e-commerce di Indonesia dipengaruhi oleh faktor-faktor seperti kualitas produk yang ditawarkan dan keunggulan kompetitif.…”

Section: Pendahuluanunclassified

Pengaruh Strategi Pemasaran Digital, Citra Merek, dan Loyalitas Pelanggan terhadap Kinerja Penjualan Produk Fashion di E-commerce Shopee

Liubana,

Kowey,

Alfonso

et al. 2023

JBMWS

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Penelitian ini menyelidiki dampak dari strategi pemasaran digital, citra merek, dan loyalitas pelanggan terhadap kinerja penjualan produk fesyen di Shopee, sebuah platform e-commerce terkemuka di Indonesia. Menggunakan pendekatan kuantitatif dengan sampel 231 pelanggan Shopee, penelitian ini menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) untuk menganalisis keterkaitan di antara variabel-variabel tersebut. Temuan tersebut mengungkapkan hubungan yang signifikan dan positif antara strategi pemasaran digital, citra merek, loyalitas pelanggan, dan kinerja penjualan. Studi ini memberikan wawasan yang berharga bagi platform e-commerce yang ingin mengoptimalkan strategi pemasaran mereka dan meningkatkan kinerja penjualan secara keseluruhan dalam lanskap ritel fesyen online yang dinamis.

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Model of Consumer Behavior during the Digital Transformation of the Economy

Cited by 10 publications

References 0 publications

Types of E-Consumers and Their Implications for Sustainable Consumption—A Study of the Behavior of Polish E-Consumers in the Second Decade of the 21st Century

Types of E-Consumers and Their Implications for Sustainable Consumption—A Study of the Behavior of Polish E-Consumers in the Second Decade of the 21st Century

Behavioral Institutions of the Digital Economy: Impact on Human Behavior, Transformation of Property Relations and Levels of Trust

Pengaruh Strategi Pemasaran Digital, Citra Merek, dan Loyalitas Pelanggan terhadap Kinerja Penjualan Produk Fashion di E-commerce Shopee

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