Features of the Customer Behavioral Model in the B2B Market in the Digital Sphere

The master thesis represents the investigation of digital sphere influence on business customer’s behavior changes. The author aims to investigate the special features of B2B customer’s behavior model in the digital sphere. The first part of the paper is related to review the main existing models of business customer’s behavior: the models of Sheth, Webster-Wind, Anderson- Chambers, Choffray- Lilien. Each model is considered by the author on the basis of the original source, then the main characteristics of the mentioned models are summarized in a comparative table. The necessity of updating models is highlighted with taking into account modern realities. In the second part, based on the analysis of statistical and analytical sources, the changes that the digital sphere introduces into business customer’s behavior are reviewed. In particular, attention is paid to the work of business customers with the Internet as a source of information and involving customers in the production of goods and services. The third part presents the results of an investigation of business customers: the features of the behavior model of business customers in the digital environment. And also possible modifications of existing models of business buying behavior are given taking into account the influence of digital sphere.