CONSUMER LOYALTY IN THE DIGITAL ENVIRONMENT: SPECIFICS AND FACTORS OF FORMATION

Abstract

The article examines the peculiarities of consumer loyalty formation in the digital environment and analyzes the transformation of consumer behavior driven by digitalization and the rapid development of electronic commerce. The purpose of the research is to identify the key factors influencing the formation of digital consumer loyalty and to develop a conceptual model that captures the mechanisms underlying its formation in the modern digital economy. The methodological basis of the study includes a set of general scientific and special research methods such as analysis and synthesis, systematization, structural and logical modeling, comparative analysis and generalization of scientific approaches. The application of these methods enabled the investigation of the evolution of consumer loyalty concepts and the identification of the main determinants influencing its formation in the digital market environment. The research shows that the behavior of modern consumers is characterized by a high level of information awareness, active use of digital communication channels and a strong dependence on reviews and recommendations of other users when making purchasing decisions. The study determines that the most significant factors affecting digital consumer loyalty are customer satisfaction, trust in an online store, and website attractiveness. Customer satisfaction is formed under the influence of product assortment, pricing policy, quality of service, and effectiveness of marketing communications. Trust is determined by the reputation of the enterprise, consumer experience and perceived risks related to online transactions. Website attractiveness depends on design, navigation, functionality, and the quality of information content provided to users. The practical significance of the research lies in the potential to apply the proposed conceptual model and identified factors to develop marketing strategies for e-commerce enterprises, improve customer experience management, and strengthen long-term relationships with consumers in the digital business environment.