Issue № 83. December 2020

Features of Digital Technologies Penetration into Generation Z Life: Values, Behavioral Patterns and Consumer Habits of the Internet Generation

Larisa V. Lapidus — DSc (Economics), Professor, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: infodilemma@yandex.ru

Aleksandr O. Gostilovich — Postgraduate Student, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: gostaleks@mail.ru

Shamalay A. Omarova — Postgraduate Student, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: o.shamalay@gmail.com

Network Generation, Internet Generation or Generation Z are those who were born in the period since 2000. They grew up on liquid crystal display and became active online consumers early in their life. Moreover, this happened simultaneously with the formation and maturity of new Internet and related markets. The strong Gen Z representatives’ dependence on online technologies and other, their unique behavior on the Internet have caused a surge of significant interest in them from both the scientific and business communities. In practice, the results of such studies have gained the greatest popularity for marketers to stimulate sales and PR promotion. They are of high practical value for HR specialists for solving issues of development and training, talent management, motivation for work of generation Z representatives. The purpose of this study is to identify the features of digital technologies penetration into the life of generation Z and systematize knowledge about their values, behavioral patterns and consumer habits as online consumers in Russian digital economy. An empirical study was carried out to achieve this goal, in which 300 respondents aged 19 took part. The survey revealed the features of online technologies penetration into the lives of generation Z representatives, some of their tastes and consumer habits. As a result of the content analysis of domestic and foreign scientists works, the values of Generation Z were systematized, which play an important role in making management decisions on launching digital transformation processes in Russia.

Keywords

Digital economy, generation Z, generation theory, network generation, online consumption, values, consumer behavior, behavioral patterns, consumer habits, digital technology, digital transformation.

DOI: 10.24411/2070-1381-2020-10119