Источники доверия покупателей интернет-магазинов с позиции теории поколений

The article investigates the factors influencing consumer behavior in the digital economy. The aim of the work is to describe the behavior of consumers belonging to different generations. This article uses theoretical and methodological principles of interdisciplinary approach, including the analysis of socio-cultural, behavioral and institutional prerequisites. In addition, in the process of work such General scientific methods as scientific abstraction, analysis and synthesis, a combination of historical and logical were used. The author shows that under the influence of the ongoing digital transformation is changing not only the structure, but also the character of consumption. At the same time, consumers, as subjects presenting demand, are subjected to detailed study through the use of Big Data, which allows personalizing the supply for each individual, thereby increasing the number of purchases made by him. The article shows that the values of consumers are formed in the period of their active socialization and largely depend on the ongoing socio-economic and historical processes, which allows us to identify stable social groups called generations. In the present article, the study of consumer behavior of different generations is evaluated from the position of three components: shared values, information about purchased goods, consumption of media content. The result of this work was the definition of a set of values, characteristic for representatives of different generations in the digital economy. It was shown that in connection with the increase of involvement in the network, the values of all studied age cohorts, including older groups, change. The author, based on the analysis of open data, substantiates the importance of social networks for decisionmaking both on the purchase of goods and on the consumption of media content.