Retail consumer opportunism: realities of consumer behaviour in the digital economy conditions

DOI

10.2991/mtde-19.2019.102How to use a DOI?

Keywords

digitalization, retail customer opportunism, incorrect consumer behaviour, consumer extremism, behavioural economy, purchasing decisions

Abstract

The article examines the main trends in the development of economic and managerial theories (such as the attitudinal concept, behavioural economy and paternalism), necessitating the introduction of the definition of “retail customer opportunism”, research on drivers of its manifestations, as well as the characteristics of customers-opportunists consumer behaviour. The existing approaches to the deviant behaviour of consumers, from the seller’s point of view, are indicated; the forms of manifestation of opportunism of the retail customer are described. The criteria for the classification of this phenomenon, the differences and the possibility of applying the theory of opportunistic reactions amidst digitalization are summarized.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - K.A. Danilova
AU  - Yu.A. Maltseva
AU  - I.V. Kotlyarevskaya
PY  - 2019/05
DA  - 2019/05
TI  - Retail consumer opportunism: realities of consumer behaviour in the digital economy conditions
BT  - Proceedings of the 1st International Scientific Conference "Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth" (MTDE 2019)
PB  - Atlantis Press
SP  - 513
EP  - 516
SN  - 2352-5428
UR  - https://doi.org/10.2991/mtde-19.2019.102
DO  - 10.2991/mtde-19.2019.102
ID  - Danilova2019/05
ER  -