Consumer behavior and challenges in the new digital environment

Arsova, Monika and Temjanovski, Riste (2022) Consumer behavior and challenges in the new digital environment. Македонско здружение за маркетинг „Маркетинг“ - Скопје (15). pp. 5-16. ISSN 1857-9787

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Abstract

Consumer behavior is an important element for any company, as the overall success of the company depends on the consumer. There is no doubt that the Internet has made major transformational changes in their behavior. Today, consumers are oriented towards the electronic purchase of products, which immediately causes a change in the way the business works, ie the satisfaction of their needs and desires
requires more digital access. The greatest impact on the emergence and expansion of digitalization in consumer behavior had the pandemic caused by Covid 19. The
necessary innovative ways of working and behaving were imposed daily, so the digital aspects were observed on both sides, both in demand and the offer.One of the most common digital forms of consumer behavior is e-commerce, which has gained global momentum in recent years. Changing shopping habits like the older generations to the youngest, consumers decide to buy different types of products electronically, providing the most necessary and luxury goods. From that point of view, companies that want to "survive in the game" are forced to react quickly and adapt to the "pulsation" of the digital environment. E-shopping is part of the everyday life of the consumer from highly developed economies, while for the consumer from developing countries this type of approach to shopping is a completely new concept, but still in significant growth. Undoubtedly, the digital model of consumer behavior leaves its mark on the entire modern society. This approach creates a new, revitalized digital ecosystem that differs greatly from old shopping habits. For companies in these countries, the electronic offering of products and services is a new challenge that they must meet to keep pace with the digital global world.

Key words: e-commerce; consumer behavior, digital society, internet technology

Item Type:	Article
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Monika Arsova
Date Deposited:	15 Dec 2022 12:40
Last Modified:	15 Dec 2022 12:40
URI:	https://eprints.ugd.edu.mk/id/eprint/30703

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