Factor analysis of consumer preferences in the context of digital transformation of the economy

the rapid development of digital technologies is becoming a key driver of the transformation of economic systems. Studying consumer preferences in new market realities is gaining particular relevance. The purpose of this study is to identify key factors determining consumer behavior in the context of the digitalization of the economy. The study utilized methods of factor and regression analysis, as well as a comparative analysis of empirical data. The empirical base consisted of the results of an online survey of 2,500 consumers aged 18 to 65. Three key factors of consumer choice were identified: the functionality of digital services (?=0.87; p<0.01), personalization of offers (?=0.74; p<0.01), and the level of consumers' digital literacy (?=0.69; p<0.01). A regression model was developed, explaining 76% of the variation in the dependent variable. The results contribute to understanding the transformation of consumer behavior in the digital environment and open prospects for further research on market adaptation factors in conditions of technological changes.

digital economy, consumer preferences, factor analysis, regression model, market adaptation