ECONOMIC ASSESSMENT OF THE IMPACT OF DIGITALIZATION ON EDUCATIONAL DEMANDS AND STUDENT ENGAGEMENT

In the context of rapid digitalization of the educational process, a gap has emerged in access to digital resources and the level of engagement between students from urban and rural areas. This disparity negatively affects the quality of education and highlights the need to optimise management decisions. The study aims to analyze and assess the impact of digitalization on educational demands and to determine the level of students' digital engagement, taking into account various factors. The object of the study is the process of digitalization of the educational environment, and the subject is the educational preferences and digital activity of students from different territorial groups. The article presents the results of a survey of 1,263 respondents (901 urban and 362 rural students) and their comparative analysis using descriptive statistics and factor analysis methods. The findings indicate that rural students experience limited access to digital platforms more frequently and tend to have lower motivation for online learning. In contrast, urban students demonstrate higher levels of digital literacy and greater flexibility in choosing learning formats. The study's recommendations include infrastructure development, improved access to digital tools, and the implementation of programs to enhance students' digital competence regardless of their place of residence. The results can be used in the development of educational programs and management strategies at the university and municipal levels.

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