Chmil H. Methodology of the consumer market participants’ adaptive behavior under economy digital transformation

Object – adaptive behavior of consumer market participants under digital transformation; purpose – development of theoretical and methodological and scientific and practical principles of consumer market participants adaptive behavior under the economy digital transformation; methods – general scientific and specific; results – substantiation of theoretical and methodological, methodical and scientific and practical bases of consumer market participants adaptive behavior under the economy digital transformation; novelty – for the first time it is proposed: conceptual vision of the changes contours that form the adaptability of the market participants behavior as a system of the digital environment triggers, theoretical and methodological basis of consumer market participants adaptive behavior, conceptual principles of enterprise adaptive digital behavior, scientific and methodological approach to retail enterprises adaptive behavior assessment; it is improved: comprehensive diagnostics methodological tools of retail enterprises adaptive digital behavior, scientific and methodological approaches to assessing the internal digital opportunities of retail enterprises, to the formation of the adaptive digital behavior strategy of retail trade enterprises; scientific and practical approaches to assessing consumer satisfaction with the process of online shopping of daily demand goods, to the formation of additional digital opportunities on the base of SMM-audit at retail trade enterprises; it is further developed: substantiation of the structural shift of the market participants economic behavior; conceptual and categorical apparatus of economic science of the «enterprise adaptive digital behavior» concept; sphere (branch) of use – retail trade enterprises, higher education institutions.