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Consumer Resistance to Digitalization on the Digital Platform Market: Preliminary Analysis

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Book cover Global Economics and Management: Transition to Economy 4.0

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Day to day digitalization grasps an increasing part of the economic space. New digital technologies give a wide range of opportunities: they reduce transaction costs, increase the coverage of potential contractors, give access to or create new markets, and construct a fundamentally new approach to labor and consumer activity. Those trends emerge in a long run, but here and now, like any innovation, digital technology requires an adaptation period to overcome real and imaginary consumer fears of manipulating their choices, which is expressed in the resistance to digitalization. Nowadays the main form of organization in the digital economy is a digital platform, to which the functions of offline markets are being transferred. In contrast to traditional self-organizing markets, digital platforms are constructed institutions, which imply the possibility of reducing the equilibrium establishing period by the set of preventive actions against the resistance to digitalization. The article is devoted to the elaboration of a digital platform market model as the basic institution of the digital economy and the selection of scenarios for overcoming consumer resistance to digitalization as a method of establishing an equilibrium and a preventive way of promoting platforms in the long run.

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Acknowledgements

The reported study was funded by RFBR according to the research project № 19-010-00352: Scenarios of overcoming the consumer digitalization resistance on the digital platform market.

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Authors and Affiliations

  1. National Research Tomsk State University, Tomsk, Lenin ave. 36, 634050, Russia

    Marina Ryzhkova & Andrey Glukhov

  2. National Research Tomsk Polytechnic University, Tomsk, Lenin ave. 30, 634050, Russia

    Marina Ryzhkova

  3. Tomsk State Pedagogical University, Tomsk, Kievskaya str., 60, 634061, Russia

    Andrey Glukhov

Authors
  1. Marina Ryzhkova
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  2. Andrey Glukhov
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Corresponding author

Correspondence to Marina Ryzhkova .

Editor information

Editors and Affiliations

  1. Tomsk State University, Tomsk, Russia

    Mikhail Kaz

  2. Tomsk State University, Tomsk, Russia

    Tatiana Ilina

  3. Belarusian State University, Minsk, Belarus

    Gennady A. Medvedev

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Ryzhkova, M., Glukhov, A. (2019). Consumer Resistance to Digitalization on the Digital Platform Market: Preliminary Analysis. In: Kaz, M., Ilina, T., Medvedev, G. (eds) Global Economics and Management: Transition to Economy 4.0. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-26284-6_11

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