The problems of innovative merchandise trade in the context of digital environment

Digitalization of economy contributes to activation of innovations. Consumers often evaluate a novelty product in the context of their previous experience of consumption of substitute goods. In case of a radical change of consumption model there appear difficulties with diffusion of innovation on the market. Digital environment provides conditions for designing consumer experience which precedes accepting the innovation. The reviewed case of diffusion of electromobiles as an innovative product has revealed the problems of communication in support of the innovation. The amount of informational support is insufficient and it does not take into account peculiarities of consumer experience. Two aspects of analysis - medium degree of involvement of consumers in the process of changing the model of behavior as well as rational perception of the value of innovation - allow pointing out two key problems of forming consumer experience regarding electromobiles: giving consumers exact criteria which allow comparing advantages of electromobiles with motor vehicles with combustion engine and the impossibility of testing the novelty.