CONSUMER BEHAVIOR ON THE E-COMMERCE MARKET TROUGH THE GENERATIONAL CONCEPT

Abstract

Increasing access to information and network technologies creates advantages for electronic business development. At the same time, it is worth considering that consumers of different age perceive modern information and network transformations and use their advantages differently. It is influenced by belonging to a specific generation. The article aims to reveal the peculiarities and tendencies of Internet consumption through the generational concept under current terms of digital economic development. It exposes the theoretical aspects of consumer behavior analysis, including approaches to the concept interpretation, types, and stages of the classical consumer behavior model implementation. General consumer characteristics of different age groups are systematized. Using the data of SimilarWeb, an estimation of the qualities and level of involvement of different generations in e-commerce is given. The article analyses the results of the sociological investigation of the consumer behavior of various ages in the e-commerce market. It’s revealed that not all generations are equally involved in Internet trade. Generations Y and Z are more «digitalized» because they were formed in terms of a technological boom. The Internet is a familiar environment for them. Generation X and baby boomers have relatively less interest in the e-commerce due to lack of experience, low level of digital literacy, and network risks, but demonstrate a motivation to use it for improving living conditions. Based on the research results, directions for adapting Internet marketing to the consumer behavior of generations have been determined, which is one of the main determinants of strengthening modern business competitiveness. An appropriate marketing complex is presented. Its implementation aims to increase the involvement of representatives of different age groups in Internet consumption.