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Consumer Resistance to Digitalization on the Digital Platform Market: Preliminary Analysis

In: Global Economics and Management: Transition to Economy 4.0

Author

Listed:
  • Marina Ryzhkova

    (National Research Tomsk State University
    National Research Tomsk Polytechnic University)

  • Andrey Glukhov

    (National Research Tomsk State University
    Tomsk State Pedagogical University)

Abstract

Day to day digitalization grasps an increasing part of the economic space. New digital technologies give a wide range of opportunities: they reduce transaction costs, increase the coverage of potential contractors, give access to or create new markets, and construct a fundamentally new approach to labor and consumer activity. Those trends emerge in a long run, but here and now, like any innovation, digital technology requires an adaptation period to overcome real and imaginary consumer fears of manipulating their choices, which is expressed in the resistance to digitalization. Nowadays the main form of organization in the digital economy is a digital platformDigital platform, to which the functions of offline markets are being transferred. In contrast to traditional self-organizing markets, digital platformsDigital platform are constructed institutions, which imply the possibility of reducing the equilibrium establishing period by the set of preventive actions against the resistance to digitalization. The article is devoted to the elaboration of a digital platformDigital platform market model as the basic institution of the digital economy and the selection of scenarios for overcoming consumer resistance to digitalizationResistance to digitalization as a method of establishing an equilibrium and a preventive way of promoting platforms in the long run.

Suggested Citation

  • Marina Ryzhkova & Andrey Glukhov, 2019. "Consumer Resistance to Digitalization on the Digital Platform Market: Preliminary Analysis," Springer Proceedings in Business and Economics, in: Mikhail Kaz & Tatiana Ilina & Gennady A. Medvedev (ed.), Global Economics and Management: Transition to Economy 4.0, chapter 0, pages 113-128, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-26284-6_11
    DOI: 10.1007/978-3-030-26284-6_11
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