The article presents the results of a sociological study of consumer behavior in a shopping and entertainment center. It is analyzed how new digital technologies influence consumers. The features, complexities and attractiveness of online sales are explored. An important task of economic sociology is the analysis of consumer behavior. It involves studying the conditions, situations, factors, actions of various social actors. Through consumption, people realize their social and economic interests. The author carried out a sociological study: «The behavior of consumers of TRC in the context of the impact of new digital technologies.” The venue is Saratov, 2016–2017. The author formulates the following conclusions. Currently, shopping centers perform many social functions. Digital technologies change the work of the mall. The traditional business models of shopping centers are changing. On the one hand, competition is on the rise. On the other – there are new opportunities. There are convenient forms and ways of interaction. Communication strategies change. There are new opportunities. Showroom – Buyers watch the goods in the store, and buy in the online store. Web Mering – Buyers study the goods on the Internet, purchases are shared in the store. Motives online and offline purchases are different. Online for rationality. Offline purchases are associated with emotions.