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УДК 330.8:339.13:004.738.5

DOI: https://doi.org/10.36887/2415-8453-2023-3-67

Bulhakova Olena,
Candidate of Economic Sciences, Associate Professor,
Associate Professor of the Department of State and Legal Disciplines and Public Administration,
Donetsk State University of Internal Affairs,
https://orcid.org/0000-0002-0893-3732
Haponiuk Olha,
Candidate of Economic Sciences, Associate Professor,
Associate Professor of the Department of Business Law Disciplines and Economic Security,
Donetsk State University of Internal Affairs,
https://orcid.org/0000-0002-5178-8876
Huzenko Olena,
Candidate of Economic Sciences, Associate Professor,
Associate Professor of the Department of Business Law Disciplines and Economic Security,
Donetsk State University of Internal Affairs,
https://orcid.org/0000-0003-4002-2629

JEL classification: B25, D11, L81, O33

The paper investigates the genesis and transformation of theoretical approaches to understanding the digital consumer market. It is established that many contemporary phenomena of the digital market directly contradict theoretical constructs that ignore the socio-economic factors of innovation. Specifically, the dynamism of technology alters the very nature of competition, demand, and consumer behavior, making it impossible to analyze the market without considering constant technological updates as a core variable. Under these conditions, classical economic theories often prove insufficient to explain digital market anomalies, such as zero marginal costs, network effects, and the monetization of user data. This necessitates rethinking the evolutionary path of economic thought and adapting theoretical tools to the new realities of the digital age. The study analyzes the transition from classical e-commerce models to complex digital ecosystems and the platform economy. Attention is paid to the evolution of the consumer’s role: from a passive recipient of information to an active participant in network interactions, whose behavior is now modeled by Artificial Intelligence algorithms and Big Data. The key stages of theoretical development are identified: the formation of the information society (D. Bell, M. Castells), the emergence of the network economy (D. Tapscott), and the current stage of total digital transformation (K. Schwab, G. Parker). It is substantiated that the modern digital market is based on the principles of personalization, seamless customer experience (omnichannel), and the dominance of business models that generate value through network effects.

Keywords: digital economy, consumer market, evolution of economic thought, platform model, network effect, digital transformation, consumer behavior.

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The article was received 15.07.2023

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Bulhakova O. , Haponiuk O. , Huzenko O. 15.07.2023 . Evolution of the economic theory of digital consumer market development. Ukrainian Journal of Applied Economics and Technology. 2023. №3. 424-428 pp. https://doi.org/10.36887/2415-8453-2023-3-67

Quote article, MLA style

Bulhakova O. , Haponiuk O. , Huzenko O. Evolution of the economic theory of digital consumer market development. Ukrainian Journal of Applied Economics and Technology. 15.07.2023 . https://doi.org/10.36887/2415-8453-2023-3-67