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АНАЛИЗ ДЕТЕРМИНАНТ ПОТРЕБИТЕЛЬСКОГО ПОВЕДЕНИЯ НА ОСНОВЕ ПСИХОЛОГО-ЭКОНОМИЧЕСКИХ МОДЕЛЕЙ
In the scientific literature on economic behavior, most determinants of consumption (including those presented in the form of models) describe consumption adapted to the characteristics of various markets for goods and services. The fragmentation of data on the general premises of consumer behavior in research leads to an incomplete understanding of the main characteristics of the consumption phenomenon. This narrows the possibility of applying the results of such studies in practice to the marketing of other products (other than those tested in studies), and also causes difficulties in generalizing the materials of consumption studies without specialization on the conditions of a certain market. The purpose of this study is to analyze the main determinants of consumption proposed within patterns of consumer behavior. Analysis of data from psychological and economic sources made it possible to obtain a comprehensive view of the key components of consumer behavior, clearly define dependent and independent variables, analyze the phenomenon of "consumption" systematically and universally through comparison and analysis of the main components of the models. Based on the results of the review, groups of consumption factors (predictors, mediators and moderators of the consumption process) were identified: psychological, cognitive, socio-demographic, economic, external. In addition, the main variables by which consumer behavior is assessed were highlighted, namely: actual consumption, psychological readiness for consumption, as well as marketing and post-sale criteria for assessing consumer experience. The results of the review can be used for a new systematic study of consumer behavior, as well as inspire research on the relevance of the predictors presented in the literature in the context of rapid variability in the consumption process.