MODELING SCENARIOS OF OVERCOMING BARRIERS OF CONSUMERS TO DIGITALIZATION PROCESSES

Digitalization gives the Russian economy much opportunity to develop the production of goods and services, and significantly changes consumer behavior. In these conditions, purchasing behavior is also changing significantly. Despite all the variety of approaches to modeling consumer behavior, the customer’s path in the digital environment consists of 4 stages: awareness of the need, actions before buying (finding information), buying and actions after buying. It is noted that the interaction between the manufacturer and the consumer almost completely transfers from the real to the digital environment, and the real product, in consumer awareness, is increasingly transformed into a “digital service”, and the value for the consumer is increasingly shaped by complex conditions: ease of searching for goods on the Internet, payment security, speed of delivery of goods - all that forms the digital environment. This transformation has led to the emergence of digital technology (online) platforms. The main trend in the development of domestic digital platforms has become sectoral sanctions, the state has stimulated digital import substitution programs, which has allowed to fully form its information technologies in the public services segment and to develop digital super services programs that can seriously reduce consumer barriers and motivate consumers to receive services using digital technologies. At the same time, the development of digital technologies and platforms is accompanied by a simultaneous rejection by consumers of digitalization processes of various, often unclear etymologies, resistance to such processes associated with the risks of using platforms. The authors studied the opinion of residents of the city of Krasnoyarsk and the Krasnoyarsk Territory on the goals of using electronic services, and performed mathematical and statistical data processing. As a result, the main barriers were identified and scenarios of overcoming consumer resistance were modeled.

1. Strategiya razvitiya informacionnogo obshchestva v Rossijskoj federacii na 2017-2030 gody. [Elektronnyj resurs]: Utverzhdena ukazom Prezidenta Rossijskoj federacii №203, ot 09.05.2017. Available at: https://www.garant.ru/products/ipo/prime/doc/71570570/ (accessed 11.11.2019).

2. Petrik, E.A. Internet-Marketing. – M.:MFPA, 2009;111:598-619

3. Bigné, Enrique, Ruiz, Carla, Aldás-Manzano, Joaquín, Blas, Silvia. Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review. 32(5):648-667. DOI: 10.1108/14684520810914025.

4. Begalli, D., Codurri, S. Wine and web marketing strategies: The case study of Italian specialty wineries . British Food Journal. 2009;111:598-619.

5. PwC. Total Retail 2015: Retailers and the Age of Disruption, 2015.

6. Banfi F., Caylar P., Duncan E., Kajii K. E-journey: Digital marketing and the “path to purchase”. Telecom, Media & High Tech Extranet McKinsey & Company, Inc., 2013. URL: https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/marketing%20and% 20sales/pdfs/e-journey_digital_marketing_and_the_path_to_purchase.ashx (Accessed 11.11.2019).

7. Geliskhanov I.Z., Yudina T.N., Babkin A.V. Cifrovye platformy v ekonomike: sushchnost', modeli, tendencii razvitiya. Nauchno-tekhnicheskie vedomosti SPbGPU. Ekonomicheskie nauki. 2018;11(6):22–36. DOI: 10.18721/JE.11602/