FACTORS OF E-COMMERCE INFLUENCE ON CONSUMER BEHAVIOR IN THE CONTEXT OF DIGITAL TRANSFORMATION OF THE MARKET

Abstract

The article considers the factors influencing e-commerce on consumer behavior in the context of digital transformation of retail. The scientific problem solved in this work is to determine the key factors influencing e-commerce on consumer behavior, identify the specifics of digital transformation of retail and analyze the mechanisms of market adaptation to changes in customer preferences. The focus of the study is on the issues of personalization of offers, the influence of social networks and digital marketing, as well as the degree of consumer trust in online sellers and effective strategies of retail companies in the context of growing digitalization. The work identifies five groups of factors influencing e-commerce on consumer behavior in the context of digital transformation of the market: technological infrastructure; social networks; personalization and recommendation systems; trust, risk and security; segmentation of the consumer audience. The results of the study emphasize the importance of an integrated approach to the development of e-commerce, which will not only increase sales efficiency, but also create a sustainable digital ecosystem that meets the expectations of modern consumers.