Article 12319

Title of the article



Ponukalin Il'ya Alekseevich, Postgraduate student, Saratov State University (83 Astrakhanskaya street, Saratov, Russia), E-mail:  

Index UDK

316 334.2 




Background. Recently, Russian scientists and practitioners are interested in consumer behavior. This is due to the spread of new information technologies. Russia is moving towards a digital economy. The purpose of the work is to analyze the features of the formation of digital society in Russia. To investigate consumer practices in the context of digitalization.
Materials and methods. The paper uses the methods of traditional document analysis. The analysis of scientific literature on the topic. The author conducted the survey in October–December 2018 and analyzed the mechanisms and the impact of digital technologies on consumer behavior. Problems and contradictions are revealed. The main method of research is on-line survey. Focus groups consisted of students from Saratov.
Results. The article articulates that digital technologies are unique tools of social influence on consumer behavior. Their use allows retailers to gain advantages in the competition: digital media help analyze the demands, construct customer profiles, and influence consumer behavior.
Conclusions. Being a technical object and at the same time having a social embodiment, digital technologies modify traditional forms of consumer behavior, construct practices of a new type. When choosing goods in trading services, a modern person often seeks help from mobile devices and gadgets that provide the ability to quickly navigate through endless Internet space. 

Key words

digitalization, consumer practices, Internet, new media, online trading, consumer behavior 

 Download PDF

1. O Strategii razvitiya informatsionnogo obshchestva v Rossiyskoy Federatsii na 2017–2030 gody: Ukaz Prezidenta Rossiyskoy Federatsii ot 09.05.2017 № 203 [On the strategy of information society development in the Russian Federation in 2017-2030: the decree of the President of Russian of 09.05.2017 No. 203]. Available at: [In Russian]
2. McKinsey D. Tsifrovaya Rossiya: novaya real'nost' [Digital Russia: a new reality]. Moscow, 2017. Available at: [In Russian]
3. Ivanov D. Virtualizatsiya obshchestva [Virtualization of the society]. Saint-Petersburg: Peterburgskoe vostokovedenie, 2000, 96 p. [In Russian]
4. Turkle S. Alone Together: Why We Expect More from Technology and Less from Each Other. New York: Basic Books, 2011.
5. Moiseev V. N. Observatoriya kul'tury [Culture observatory]. 2014, no. 5, pp. 109–113. [In Russian]
6. Kislova O. N. Kontseptsiya dopolnennoy real'nosti: ot tekhnologii k sotsiologii [Augmented reality conception: from technology to sociology]. Available at: download/7997/7478 [In Russian]
7. Il'in V. I. Mir Rossii [The world of Russia]. 2005, no. 2, pp. 3–40. [In Russian]
8. Radaev V. V. Sotsiologicheskie issledovaniya [Sociological research]. 2005, no. 1, pp. 5–18. [In Russian]
9. Kastel's M. Informatsionnaya epokha: ekonomika, obshchestvo i kul'tura [The age of information: economics, society and culture]. Transl. from Engl., ed. O. I. Shkaratan. Moscow: Vysshaya shkola ekonomiki, 2000, 606 p.
10. Facebook testiruet novyy format reklamy. 2017 [Facebook is testing a new advertisement format. 2017]. Available at: [In Russian]
11. Latur B. Sotsiologiya veshchey: sb. st. [Sociology of things: collected articles]. Moscow: Territoriya budushchego, 2006, pp. 169–199. [In Russian]
12. Doctorow C. Nature. 2008, vol. 455, рр. 16–21. Available at:
13. The Digital Universe of Opportunities: Rich Data and the increasing Value of the Internet of Things. Available at:
14. Langley P., Leyshon A. Finance and Society. 2017, no. 3 (1), pp. 11–31.
15. Sostav [Content]. 2017. Available at: [In Russian]
16. Afanas'eva Yu. L., Kosharnaya G. B. Izvestiya vysshikh uchebnykh zavedeniy. Povolzhskiy region. Obshchestvennye nauki [University proceedings. Volga region. Social sciences]. 2012, no. 1 (21), pp. 116–125. [In Russian]
17. Bodriyyar Zh. Prozrachnost' zla «La Transparence du Mal» [Transparency of evil]. Moscow: Dobrosvet, 2012.
18. Tsifrovaya ekonomika: kratkiy stat. sb. [Digital economy: brief statistical collection]. Moscow: NIU VShE, 2018, 96 p. [In Russian] 


Дата создания: 12.12.2019 09:32
Дата обновления: 13.12.2019 10:17