CONCEPTUAL PROVISIONS OF RESEARCH TRANSFORMATIONS OF FINANCIAL BEHAVIOR OF HOUSEHOLDS IN THE CONDITIONS OF DIGITALIZATION OF THE FINANCIAL SERVICES MARKET

Abstract

In modern conditions, the financial services market is actively developing and transforming taking into account the impact of complex information and digital technologies. The active use of such innovations by financial institutions gradually changes the established model of providing services to economic entities, including households. Moreover, the introduction of the outlined technologies affects the model of financial behavior of consumers of banking and non-banking institutions, changes the process of interaction between them and producers of financial services. Accordingly, the outlined situation actualizes the issues of research of such behavior, the features of formation of its modern model in the conditions of digitalization of the financial services market. At the same time, development and study require not only theoretical and applied aspects of ensuring the formation of the optimal model of financial behavior of households, taking into account the impact of digital technologies on financial services, but also methodological ones. Within the article, conceptual provisions for the study of the transformation of financial behavior of households as a result of the impact of digital technologies are analyzed and studied. In particular, the essence of the financial services market, the main changes that occur within it in the context of the digital economy are considered. Methodological problems of the cognition of financial behavior of households are also singled out and analyzed on this basis, two aspects of the cognition of models of such behavior are singled out, namely: static and dynamic; their essence is considered. The use of the methodology of the process approach allowed to develop the concept of the RCPS methodology for the implementation of the study of the digitalization impact on the transformation of household behavior within this market. The essence of this technique is to identify and study the effects of certain types of digital technologies used today by financial institutions in providing services to their customers, within certain stages of forming the models of this behavior. In particular, the content of the following main stages is singled out and described: reflection (R - reflection); choice (C - choice); purchase (P-purchase); service (S-service).