This article examines the theoretical and practical aspects of data analysis in ensuring the rationality of purchases within the digital economy. The study scientifically analyzes the influence of big data, artificial intelligence, predictive systems, and digital analytical technologies on consumer decision-making processes. Special attention is given to effective purchase planning, optimization of financial expenditures, and improvement of consumption efficiency through data analysis mechanisms.
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Boboqandov et al. (2026) studied this question.
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