DIGITIZATION OF TRADE AND CHANGES IN CONSUMER BEHAVIOR - SELECTED AREAS
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https://orcid.org/0000-0002-6729-8409
Abstract
Contemporary retail is increasingly conducted in a hybrid form, with a clearly growing share of mobile technologies. Social media accompany consumers on a daily basis - they shape the potential of interpersonal relationships, but also aim to promote and sell products.
With the growing number of smartphone activities, the application market is developing dynamically and the availability of modern technologies is increasing. Online shopping is supported by a voice assistant, the customer can use virtual fitting rooms, talk to artificial intelligence (chatbot) and receive answers to asked questions. Both consumers and companies use this technology on a daily basis.
The aim of the study is to draw attention to the broadly understood digitization, which is changing the face of trade and consumer behavior. Changes in the purchasing behavior of generations living with the convenience of technology will be indicated. Understanding and adapting to these changes has become a necessity for companies.
The study focused on the shopping behavior of today's consumers, who are almost constantly connected to the Internet and to each other via mobile devices. The main focus will be on Poland, and the source base will be literature sources and industry reports. Selected areas of purchasing changes will be analyzed, and the obtained data will allow to diagnose differences in consumer preferences and the level of their digitization.
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