THE INFLUENCE OF MODERN INFORMATION TECHNOLOGIES ON THE TRANSFORMATION
OF THE PURCHASE DECISION-MAKING MODELS 

Eremenko Julia Alexandrovna, candidate of economical sciences, associate professor, sub-department of marketing, trade and customs, Institute of Economic and Management, Crimean Federal University named after V. I. Vernadsky (21/4 Sevastopol'skaya street, Simferopol, Republic Of Crimea, Russia), E-mail: jul_eremenko@mail.ru
Chentsova Anna Vladimirovna, student, Institute of Economic and Management, Crimean Federal University named after V. I. Vernadsky (21/4 Sevastopol'skaya street, Simferopol, Republic Of Crimea, Russia), E-mail: annachensova15@gmail.com 

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Subject and goals. The success of any business depends on the understanding of its consumers behavior, namely, how each customer makes a purchase decision. Today there are lots of approaches to study this process. A number of scientists are focusing at the description of the stages of making purchasing decisions. The other scientists are thoroughly exploring the factors that influence the consumer behavior (social, behavioral, psychological, etc.). More often there is a combination of the above approaches. So, in marketing theory and practice a lot of models of purchase decision-making have been developed which make a significant contribution to the understanding of the peculiarities of consumer buying decision-making. However, those models require rethinking and approbation in the context of modern development of economics and society. In the era of the information boom, a significant transformation of consumer behavior takes place. Consumers become more informed, more demanding and active in creating and distributing information about a product. In addition, the appearance of many communication channels, the growth of information and its constant dynamics significantly complicate the purchase decision-making process and make it less predictable, dynamic and unique for each separate individual. On the one hand, digital technologies complicate the process under study and, on the other hand, they open up the new opportunities for better understanding of economic behavior of the person and for applying various marketing incentives. The opportunities to collect diverse customer information and to have more data as well as the development of powerful tools of analytics, machine learning, technologies for consumer identification and individualization put consumer behavior research on a new level of development. A modern person lives in two environments: real and virtual. Whereas the customer behavior in a traditional environment has been fairly well studied, the behavior specificity in a virtual environment still requires significant scientific contribution. The purpose of the article is to consider the transformation of the purchase decision-making models under the influence of the development of information technologies, as well as to define modern features and technologies for researching consumer behavior in real and virtual environments.
Materials and methods. The implementation of the tasks set has been achieved using general scientific methods: analysis, synthesis, analogy, classification and by monitoring the appropriate sites.
Results. The stages of the development of the purchase decision-making models have been distinguished: linear models, dynamic models, individualized models. Modern trends and directions in the study of the purchase decision-making process have been denoted, taking into account the development of the digital economic environment.
Conclusions. The understanding of the process of the transformation of the consumer decisions models under the impact of the development of information technologies allows marketers to actualize in good time the study of the behavior of target consumers, as well as to effectively use technologies to better meet the needs of their customers. 

purchase decision-making models, information technologies, digital footprint, customer path, customer experience, individualized marketing