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The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period 02.21.2016 - 03.06.2016 conducted a questionnaire survey located ...