Author: V. Seleznova, PhD Stud., ORCID ID: 0000-0002-4729-980X
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: The article is devoted to analyzing a transformation of the end consumers’ behavior in the changing media environment. Informational,
behavioral, and generational approaches to the transformation of consumption content are substantiated. The essential characteristics of the modern media paradigm are considered. The main challenges for traditional media are outlined. Qualitative and quantitative shifts in consumption of various types of media in certain countries are analyzed, and structural changes in media consumption are illustrated using the example of American society. The main causes of disparities in the degree of penetration of new media types are identified. Special attention was paid to the generation factor as the main prerequisite for the transformation of media consumption, as well as the acquisition of new consumer experiences and behavioral patterns.

Other elements of the research program of consumption theory are proposed, reflecting the complications and expansion of consumer behavior taking
into account the new media paradigm. Changes in roles, functions, structure, and forms of consumption implementation were studied. Distinctive characteristics of the Zoomers generation as a consumer segment are considered and the trends of its behavior in the digital space are reflected. The study exposes the activation and complication of the modern consumer, which is manifested in the diversification of needs and individualization of the information and communication space. It was established that the products are saturated with an informational component, which implies the inclusion of ideological, aesthetic, and other dimensions.
The modification of the mechanism of consumer choice is explained by the growing influence of digital communications at each iteration of the purchase process. The algorithm of the consumer decision-making process is outlined, and the factors affecting this process are identified. It is noted that with the development of information and communication technologies and the expansion of the choice of media, the information saturation of the markets is increasing, which emphasizes the importance of partnership relations between the producer and the consumer. The article concludes with an outline of several megatrends and an assessment of their impact on consumer behavior.

Keywords: consumer behavior; media landscape; decision-making; digital natives; generational cohorts.

Received: 29/06/2022
1st Revision: 11/07/2022
Accepted: 20/07/2022

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