Особливості поведінкових фінансів в умовах цифрової економіки
Features of Behavioral Finance in the Digital Economy

Summary/Abstract: The article identifies the main aspects of the digital economy and its impact on financial decisions, in particular through behavioral factors that shape financial habits and decision-making in the digital environment. The relationship between digital finance and social platforms, automation of financial processes, as well as the role of digital tools in changing consumer behavior are considered. Attention is focused on the importance of adapting behavioral finance theories to new conditions determined by the development of technologies. It is also noted that the digital economy contributes to the emergence of new models of financial services that actively use innovative technologies to improve the accessibility and quality of financial products. The key principles of the MINDSPACE model and its application to influence financial behavior in the digital environment are characterized. The following components of this model are considered: motivation, information, novelty, trust, social norms, emotions and other factors that determine the perception of financial decisions in the digital environment. The need to integrate such principles into digital financial systems for effective regulation of financial decisions and consumer protection is emphasized. The impact of social networks, digital platforms and automation on financial habits is also considered, and the challenges and opportunities that modern financial regulation faces in connection with the development of technologies are analyzed. It is determined that digital technologies are significantly changing traditional financial systems, creating new opportunities for access to financial services and at the same time increasing risks for consumers. This particularly concerns the problems of personal data protection and ensuring security in digital financial transactions. It is concluded that to achieve the effectiveness of regulation, it is necessary to take into account not only legal aspects, but also behavioral insights that will help facilitate the adoption of more informed financial decisions in the digital environment. Thus, integrating behavioral theories into digital financial systems is key to building fairer and more efficient financial markets in the future.

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