Role of the internet in the formation of new consumer culture of Russians

Currently, the economic behavior of users of the Internet is becoming increasingly popular. Besides, perfective technical capabilities can have a significant impact on the consumer behaviour of the citizens. Internet users are actively exploring new forms of consumer behavior in the global network. The sphere of consumer behavior on the Internet is quite variable, its social role and importance in modern Russia is undoubtedly increasing. Within the framework of the topic, the author conducted an applied sociological study of consumer behavior using the features of the Internet. As a result of the use of quantitative (mass survey) and qualitative methodology (focus groups and in-depth interviews), the main motives for the acquisition of goods and services through Internet resources were identified. The study identified the main clusters of consumers of goods and services on the Internet, the main factors affecting the acquisition of goods and services, some socio-demographic differences in consumer behavior. In addition, these studies revealed the main advantages and disadvantages of Internet consumer behavior. The findings of the empirical research can be used in the practice of socio-economic and marketing research.