TOOLS FOR THE CONTROL AND MANAGEMENT OF CONSUMER BEHAVIOR IN THE E-COMMERCE SYSTEM

Abstract

The article substantiates the See-Think-Do-Care model as an effective tool for the control and management of consumer behavior in the e-commerce system. The relevance of the study is determined by the rapid development of digital commerce, the growing role of personalized communication, and the increasing importance of customer experience in online interaction. It is proved that the model makes it possible to align the level of customer intent with relevant marketing instruments, communication channels, and performance indicators, thus ensuring a more accurate and flexible approach to consumer management. The paper consistently characterizes the See, Think, Do, and Care stages, identifies the behavioral features of consumers at each stage, and determines the most appropriate tools of influence and key evaluation metrics. Particular attention is paid to the fact that the model enables firms to segment audiences according to intent, adapt content to the customer journey, personalize communication, reduce irrelevant marketing actions, and improve the overall quality of interaction. The practical value of the model lies in increasing the accuracy of marketing decisions, strengthening personalization, improving conversion, supporting customer retention, and forming long-term loyalty in the digital environment. The study emphasizes that the use of the model allows companies to move from a transaction-oriented approach to a relationship-oriented one, where post-purchase communication, repeated purchases, and customer lifetime value become strategically significant. It also supports a more consistent choice of metrics for each stage of the customer journey, from awareness and engagement to conversion, satisfaction, retention, and advocacy, which increases the analytical value of marketing management in the digital environment. This approach ensures better coordination of content, communication strategy, and business goals in the e-commerce system. In addition, the model creates a methodological basis for integrating behavioral analytics, digital channels, and customer experience management into a unified system of decision-making in e-commerce enterprises.