The dissertation examines the needs and features of their transformation in the cobditions of information-network economy in the context of implementing an interdisciplinary approach, taking into account the role of a new type of consumer - prosumer, who replaces the consumer - consumer in the consumer market.
The phenomenon of prosumerism is explained for the first time in the outlined problem area and the main types of its functioning in the information and network economy (DIY-practices, "digital prosumerism", "culture of complicity", fandom communities, freelance, sharing, connected, couchsurfing, etc.) are identified, which requires the implementation of innovative solutions in the field of commodity production and services based on the involvement of prosumers in these processes on a partnership basis.
At the same time, based on the analysis of communication and marketing factors of fashion, advertising and brand, the needs of consumers of demonstrative consumption in the new economic conditions are differentiated into elite and imitative. The very identification of two types of demonstrative consumption allows the study of demonstrativeness both in terms of showing material wealth and the manifestation of individuality, creativity, intelligence, which contributes to creating conditions for effective regulation of needs in the consumer market of information network economy.
Theoretical and methodological principles of biological, ecological, economic, psychological, religious and sociological discourse of understanding the essential understanding of the needs of socio-economic life and features of their systematization based on the implementation of interdisciplinary approach. It is shown that depending on the field of scientific knowledge, different aspects of the specifics of the functioning of needs are covered. After all, taking into account the subject of needs, which may be a biological organism, individual, society, religious entity, economic entity, lays the foundations for the study of needs by various scientific doctrines, which makes it impossible to integrally typologize and create the only correct classification.
The interdependence of the basic concepts of research: "needs", "goods", "consumer", "consumption", "consumerism", "prosumerism" is substantiated which made it possible to identify the place of the consumer in economic activity and detail the essence of the concept "economic needs". The formation of a new nature of relations between economic entities, based on information and network relations in order to order their interactions, is traced. Information in this context acquires the status of goods, services, resources and is a significant source of added value.
The impact of the volume of implemented Internet services, indicators of mobile communication, postal and courier activities and the level of providing the population with personal computers, tablets and laptops on the effective GDP per capita is analyzed. The pairwise correlation and regression between the resulting indicator and these factors of the information and communication space showed a fairly close relationship.
Consequently, under the influence of information technology, the system of consumer preferences is changing. A new consumer model with characteristic guidelines for meeting the needs of intangible measurement, which becomes difficult in terms of multivariate choice, is formed. It is argued that it is in the information-network economy that there is a transition from the priority of the producer to the human consumer and its needs, which is embodied in the model of consumers of two types, namely: consumer and prosumer. If the consumer becomes the representative of mass consumerism, than the special role belongs to the consumers-prosumers within the postindustrial economy on its highest level of development.
It is substantiated that the most common type of consumers of the information and network economy is the consumer-consumer as a typical representative of mass consumer society. Two alternative forms of practical realization of the phenomenon of consumerism in the information-network economy have been improved, namely: McDonaldization as consumption of mass, standardized needs and customization as a phenomenon of creative individualization of demand.
It has been proven that the "economic man" with his inherent desire to meet the material needs of the post-industrial economy is replaced by a "creative man" with the needs of creative self-realization and development of intellectual capabilities, represented by prosumers or "consumer producers".
Prosumers are active professional consumers who influence the production of unique products by eliminating standardization and monotony through the prism of generating new ideas, innovative technologies, the constant search for new ones.
