Impact of Digitalization on the Model of Economic Behaviour of Consumers in the PRC

The impact of digitalization on the model of economic behavior of consumers in China Keywords: digitalization, digital economy, economic behavior of consumers, Internet, China, artificial intelligence The study is devoted to the analysis of the impact of digitalization on the economic behavior of Chinese consumers. The relevance of the study is due to the fact that China is the undisputed leader in the speed of digital technology adoption, which became especially noticeable during the COVID-19 pandemic, when the use of digital technologies made it possible to control the spread of the virus among the population for several years. Also, the introduction of digital services has a significant impact on China's GDP growth, so studying China's experience can contribute to the development of economies of other countries that adopt its experience. The aim of the study is to identify how consumer behavior has changed in China with the development of digitalization. As a result of the study, it was revealed that the development of digitalization has led to an increase in consumer demand for online purchases, there has been an increase in convenience and personalization of purchases, and a new model of consumer economic behavior has been formed. The study may be of interest to a wide range of readers interested in digitalization in China.