Subject The article considers the impact of objective factors of the digital economy on the consumer behavior model. Objectives The study aims to identify key trends, features and patterns in consumer behavior in the context of digital transformation based on the analysis of existing theoretical and methodological approaches to modeling the consumer behavior. Methods The study rests on the principles of systems and interdisciplinary approach. Results The paper reveals major trends and underlying patterns of the digital economy development in modern conditions. Based on the analysis of classical and modern theories of consumer behavior, I distinguish two main groups of models, i.e. a conservative model (‘homo economicus’), and models that are built on the ideas of T. Veblen. The study proves that the possibilities of the modern digital economy form a new type of consumers who are integrated into various communities and do not have information barriers. I introduce new concepts and refine the existing interpretations of digital economy, digital behavior, lean consumption, digital consumer. Conclusions The detected special features will enable to improve the competitiveness of the economy through searching for a consumption model that harmoniously combines the achievements of the digital economy both to ensure economic growth and neutralize the externalities instigated by the era of mass consumption.
Keywords: digital economy, consumer behavior, consumption, digital consumer
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