Impact of digitalization on consumer behaviour and marketing activity in financial markets

被引：1
|
作者：
Korobov, Yury [1 ]
机构：
[1] Branch Plekhanov Russian Econ Univ, Dept Banking Money & Credit, Saratov Socioecon Inst, Saratov 410003, Russia
来源：
INNOVATIVE ECONOMIC SYMPOSIUM 2019 - POTENTIAL OF EURASIAN ECONOMIC UNION (IES2019) | 2020年 / 73卷
关键词：
financial market; digital economy; consumer behaviour; financial needs; marketing of financial services; advertising of financial services; quality of financial services;
D O I：
10.1051/shsconf/20207301013
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The article reveals the impact of digitalization of the economy on the behaviour of consumers of financial services: increasing the relevance of financial needs, increasing the consumer independence, changing the model of consumer behaviour. The directions for improving the marketing activities of banks were identified: a shift in focus from image advertising to product advertising, and increased attention on quality characteristics of financial products.
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页数：7
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