Формування депозитної культури як чинника зміцнення безпеки фінансового ринку в умовах становлення цифрової економіки

The article identifies that in the current conditions, the issue of the impact of digital technologies on the functioning of banking institutions, changes in consumer behavior models, and the formation of new strategies for managing deposit resources is gaining particular relevance. This determines the need to study the effective use of digitalization opportunities for the development of the deposit market and the formation of a new deposit culture. The article reveals the essence and importance of the concept of “deposit culture” in the modern context and provides a characterization of its components. It is defined that deposit culture includes financial knowledge about deposits, financial skills in applying deposits in practice, as well as deposit behavior manifested in the propensity to save, trust in banks reflected in the confidence in the safety of keeping money in deposit accounts and stable activity of depositors. It is noted that digital technologies have a significant impact on the transformation of deposit culture in the current environment. The influence of digitalization on all components of deposit culture is revealed, and it is concluded that digital technologies not only modernize the deposit market but also expand its scale, enhance efficiency, and increase user trust. The article states that digital technologies create new conditions for interaction between banking institutions and depositors, leading to a transformation in communication. As a result, behavioral attitudes toward saving are formed, manifested as a conscious desire to save money through digital services. It is determined that in the context of digitalization, the level of trust in banking institutions and confidence in the safety of keeping funds in deposit accounts increases. The sense of security of deposit investments is based on transparency in the use of deposit instruments and control. It is noted that the use of digital deposit tools is characterized by stable depositor activity, as new financial habits are being formed. Based on the analysis of the fundamental components of deposit culture and the impact of digitalization on their characteristics, the article concludes with the formation of a digital deposit culture in the financial market.