Consumer Behavior Models in the Context of Digital Transformation: Trends and Prospects

The article is devoted to the study of consumer behavior models in the context of digital transformation. The purpose of the article is to analyze consumer behavior models and examine the impact of digital transformation on changes in consumer behavior. The article considers consumer behavior models in the context of modern changes driven by digital transformation, technological advancements, and shifts in consumer values. The study provides an overview of economic, psychological, social, and integrated models of consumer behavior shaped by an interdisciplinary approach that combines economic, sociological, and psychological aspects. The importance of applying the economic model, which is based on consumer rationality and considers factors such as price, income, and alternatives, is substantiated in the research. Key features of the psychological model, which focuses on internal factors such as needs, motives, emotions, and previous experience, are highlighted. The social model emphasizes the influence of external factors, such as culture, social groups, and family, on consumer decisions. The integrated model synthesizes all these aspects, enabling the analysis of consumer behavior in complex market conditions. The primary trends in consumer behavior under digital transformation are identified, including personalization, the influence of social media, the proliferation of mobile applications, and the growth of online reviews. The study of modern models reveals shifts in consumer priorities depending on generational characteristics: from traditional approaches of the Baby Boomers generation to the high digital adaptability of Generation Z. In modern business conditions, special attention is paid to sustainable consumption and multichannel behavior. It is shown that consumers' environmental consciousness determines their preference for brands adhering to sustainable principles. Multichannel behavior, which integrates online and offline interactions, poses a key challenge for businesses. The study highlights the significance of multifactorial analysis of consumer behavior for developing effective marketing strategies and forecasting market trends in the context of digital transformation.