Dynamic and static elements of a consumer's digital portrait and methods of their studying

International Scientific Conference "Digital Transformation on Manufacturing, Infrastructure and Service"

Krasnov, Aleks^1 ; Chargaziya, Grigoriy^1 ; Griffith, Richard^2 ; Draganov, Mihail^3

Peter the Great St. Petersburg Polytechnic University, Polytechnicheskaya str., 29, Saint Petersburg

195251, Russia^1

Florida Institute of Technology, University blvd., 150 W, Melbourne

32901, United States^2

Technical University of Sofia, Kl. Ohridski blvd, 8, Sofia

1000, Bulgaria^3

关键词: Dynamic elements;    Four-group;    Search tools;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/497/1/012123/pdf
DOI  :  10.1088/1757-899X/497/1/012123

来源: IOP

【 摘 要 】

The authors have undertaken a study of a consumer's digital portrait, interconnections between the consumer's digital portrait and the consumer's portrait have been determined. They have defined such concepts as 'digital consumer' and the 'digital portrait of a consumer'. They have also formed a system of characteristics building up the consumer's digital portrait; have determined four groups of characteristics: social-demographic, behavioral, psychographic and geographical characteristics. Each group of characteristics has been divided into static and dynamic elements. The role of dynamic elements of a digital consumer's characteristics and also methods of their research have been defined. The authors have determined the system of methods for exploring a consumer's digital portrait; the concepts of open and hidden methods of studying consumers' characteristics have been specified. The importance of using search tools and social networks for studying a consumer's digital portrait has been notified and high priority of psychographic characteristics has been marked.