FORMATION OF THE CONCEPT OF MANAGING CONSUMER BEHAVIOR OF GENERATIONS Y AND Z, CONSIDERING THE INFLUENCE OF DIGITAL TECHNOLOGIES

Digital technologies have fundamentally transformed consumer behavior, particularly among Generations Y and Z, whose consumption patterns are shaped by permanent online connectivity and social interaction. Despite extensive research on digital consumption, an integrated understanding of how digital tools and social influence can be used to manage consumer behavior across generations remains limited. This research aims to develop and empirically substantiate a conceptual approach to managing the consumer behavior of Generations Y and Z in the context of digital technologies. We used a combination of theoretical analysis, systematization of existing literature, and a quantitative survey-based research design. Empirical data were collected through a structured online questionnaire (n = 62). Descriptive and comparative analysis was applied to test a set of hypotheses examining the effects of smartphone usage, mobile applications, social influence, platform convenience, and promotional incentives on consumer behavior. The main results show that intensive smartphone use significantly increases the frequency of online purchases among both generations. Platform convenience strongly influences Generation Y’s choice of shopping channels, while social influence and online promotions play a decisive role in shaping Generation Z’s purchasing motivation. The presence of mobile shopping applications alone does not guarantee brand loyalty, indicating the need for additional engagement mechanisms. The novelty of this study lies in the integrated empirical analysis of digital, social, and generational determinants of consumer behavior. The findings contribute to consumer behavior theory by demonstrating the differentiated impact of digital management tools across generations and provide practical insights for developing targeted digital marketing strategies.

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