THE IMPACT OF DIGITALIZATION ON THE STRUCTURE OF DEMAND IN THE SERVICE ECONOMY

Abstract

The aim of the study is to identify qualitative changes in the structure of consumer demand in the service economy during its digitalization. The paper emphasizes the need to revise traditional models of consumer behavior. The methodological basis includes a systematic approach, general scientific methods, and statistical analysis. The study found that the share of services in Russia’s gross domestic product (GDP) is growing steadily. Information and communication, financial, and logistics services are developing most dynamically. The authors point out that digitalization increases the availability of services and the speed of service delivery, but at the same time gives rise to systemic imbalances. Such imbalances include the depersonalization of services, the exacerbation of regional digital inequality, information overload for consumers, and the growing dependence of service providers on large marketplaces. The significance of the research results lies in the justification for revising the established models of rational choice, as the criteria for consumer choice are shifting. In this regard, the article proposes practical recommendations that are addressed to businesses and government bodies and can be used to formulate a balanced policy for the development of the service sector in the context of digital changes.