Peculiarities of Transformation of Consumer Behaviour under the Influence of Digital Technologies

Abstract

The rapid digitalization of the economy taking place in the society requires a systematic approach to analyzing consumer behaviour. These changes were particularly revealed in the book market, at the intersection of digital and physical content formats. The aim of the study was to identify key changes in consumer habits caused by digital technologies based on empirical data. This work contributes to a comprehensive analysis of nonlinear consumer practices by studying such a specific environment as a book market, which complements the exist-ing theoretical approaches. As a result, the high importance of digital channels as sources of information, the significance of personalization to speed up the purchase decision were determined, the dominant role of a buyer’s emotional motives was identified, and the conclusion was drawn about the formation of nonlinear con-sumption scenarios.