Digital Human: Principles of Behavior in the Market and Internal Contradictions

Abstract

Purpose: The purpose of the paper is to determine the principles of behavior of digital human in the market and his internal contradictions and to determine the conditions of solving these contradictions for stimulating his support for formation of the digital economy.

Design/Methodology/Approach: For determining the contribution of a digital human into creation of the digital economy the authors use the methods of correlation and regression analysis. The source of statistical data is materials of the rating of the global digital competitiveness of countries according to the IMD for 2018. The research objects are leaders in the global rating of the United Nations Development Programme (2019) as to the level of human development and Russia.

Findings: It is determined that in “pure” market conditions digital human perceives the digital economy as a source of risk, uncertainty, and threats to his security. That’s why he voluntarily refuses from using digital technologies, shows low flexibility of behavior in the market, and low innovative activity.

Originality/Value: It is substantiated that digital human does not always performs the functions on development of the digital economy, and in unfavorable conditions and absence of external stimulation (from the state) he could show the behavior in the market that could slow down the development of the digital economy. That’s why an important task of state stimulation of regulating the process of development of the digital economy is creation of favorable conditions (primarily, mass accessibility of digital technologies and devices, provision of digital security, and protection of intellectual property and stimuli (in cooperation with entrepreneurial structures) for practical application of digital competencies of digital human.