Analyzing consumer behavior in the e-commerce market in connection with marketing tools transformation[Трансформация потребительского поведения на рынке e-commerce]

Introduction. In recent years, digitalization processes have been most actively introduced into all spheres of human life. Many things are changing, including the consumer behavior of the population. The formation of consumer behavior is influenced by various sources. In general, we can talk about a change in the consumer paradigm from purchasing goods to purchasing services. The form of receiving recommendations for purchasing goods has also changed due to the increase and expansion of information channels. Consumers have become more demanding of the quality of goods and the seller, as well as the conditions for making a purchase. In the digital age, the path to purchase is also changing, becoming more informative, as a large amount of information and the ability to study various channels/sources have become available to users. Since the convenience of online shopping is recognized by users, the role of social media has increased, both for sellers who actively promote their products and for consumers who can use the experience of other buyers of the product/service of interest. As a result of making a purchase, buyers develop a purchasing experience that people began to actively share, recommending or warning other potential buyers of the product. Materials and methods. The research materials used were the works of domestic and foreign authors on the research topic, materials and data from specialized research companies in Russia and abroad. The research methods included analysis, synthesis, search and structuring of secondary information, observation of economic phenomena. Results. The article presents the most important aspects related to the transformation of consumer behavior associated with the digitalization process. The concept of “consumer behavior” is considered and expanded, factors influencing consumer behavior are highlighted, the transformation of consumer behavior is shown, and the stages of transformation of consumer expectations are reflected. In addition, a predictive form of online shopping by consumers based on virtual reality is presented. The tools for promotion before digitalization and during the period of its active implementation are considered. Important components of making online purchases are mainly: the development of the Internet, which allows users to spend more time on the global network; confidentiality and protection of personal data; updated promotion tools; a wide range of; ease of use and speed of receiving orders. Discussion. During the study, it becomes obvious how the buyer is a kind of mini-regulator of the quality of services provided and products sold by the seller, since in the digital age it becomes much easier to share information about customer experience. In the e-commerce market, there is high competition between platforms, products, and sellers, which pushes the former and the latter to improve promotion tools and improve the customer path to purchase. Due to changes in the e-commerce market, consumer expectations have also transformed, which has become a catalyst for improving services and the quality of service provision by manufacturers and sellers. Digitalization has deeply entered people’s lives, and the e-commerce market is quite in demand due to the convenience and ease of use, which the modern consumer, for whom convenience and comfort are important, has come to appreciate it. Thus, it seems that the further development of electronic services, where the use of virtual reality and artificial intelligence technologies will play an important role.