Автор: В. Селезньова, асп., ORCID ID: 0000-0002-4729-980X
Київський національний університет імені Т. Шевченка, Київ, Україна
Анотація: Проаналізовано трансформацію поведінки кінцевих споживачів під впливом нового медіаландшафту. Розкрито інформаційний, поведінковий і поколінчастий підходи до дослідження трансформації споживчої поведінки. Розглянуто специфіку сучасної медіапарадигми. Проілюстровано структурні зміни в медіаспоживанні на прикладі американського суспільства. Розглянуто відмінні особливості покоління Зумерів як споживчого сегмента та відображено тенденції його поведінки в цифровому просторі. Вказано на активацію та ускладнення сучасного споживача, що проявляється в диверсифікації потреб та індивідуалізації інформаційно-комунікаційного простору.
Констатовано насиченість продукції інформаційною складовою та зростання інформаційної насиченості ринків. Модифікація механізму споживчого вибору пояснюється зростанням впливу цифрових комунікацій на кожній ітерації процесу купівлі. Викладено алгоритм процесу прийняття споживчого рішення та наведено фактори, що впливають на цей процес. Окреслено декілька мегатрендів і оцінка їхнього впливу на характер споживчої поведінки.
Ключові слова: споживча поведінка; медіаландшафт; прийняття рішень; цифрові аборигени; когорти поколінь.
Received: 29/06/2022
1st Revision: 11/07/2022
Accepted: 20/07/2022
DOI: https://doi.org/10.17721/1728-2667.2022/219-2/6
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