Digital Evolution of Consumer Behavior and its Impact on Digital Transformation of Small and Medium Business Sustained Development Strategy
- 10.2991/aebmr.k.201205.071How to use a DOI?
- digital technologies, consumer behaviour evolution, sustained development, small and medium-size businesses
Evolution of consumer behaviour has been stimulated by the boost in digital technologies (DTs) causing transformation in the process of searching for, choosing and purchasing of goods and services by modern consumers – technology savvy users of gadgets. The evolution of consumer behaviour also induces transformation in the system of distribution of goods in the economy resulting in redistribution among existing channels and emergence of new ones and producing the phenomenon of omni-channel marketing, with the system of distribution of goods and services in small and medium-size business (SME) sector following the general trends in wider transformation of both national and global economies. The degree of digitization in SMEs external communications is determined by a number of factors both promoting and hampering the process of their digital transformation. Digitization of SMEs in terms of products distribution and business-consumer interaction is a key factor for SME sustained business development.
- © 2020, the Authors. Published by Atlantis Press.
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- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - A.A. Ovodenko AU - G.Yu. Peshkova AU - O.V. Zlobina PY - 2020 DA - 2020/12/07 TI - Digital Evolution of Consumer Behavior and its Impact on Digital Transformation of Small and Medium Business Sustained Development Strategy BT - Proceedings of the 2nd International Scientific and Practical Conference on Digital Economy (ISCDE 2020) PB - Atlantis Press SP - 424 EP - 428 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.201205.071 DO - 10.2991/aebmr.k.201205.071 ID - Ovodenko2020 ER -