Experts state that in this context of digital age and new economy, the consumer behaviour has changed substantially. The way how people think and decide about consumption is affected by elements specific to knowledge-based society: continuous innovation, new technologies and new ways of communication. The aim of this paperwork is to analyse the extent to which a model of buying behaviour created 40 years ago still can be relevant in the knowledge-based society and to identify the important changes inside the model. To achieve the goal of the paper, we use the results of a quantitative marketing research conducted among Romanian consumers regarding the purchasing behaviour of high-tech products. This market was chosen due to its special characteristics such as permanent innovation, adoption of product uncertainty, high financial risk. The main objective of this paper is to provide a range of solutions for manufacturers and sellers of high-tech products about the best ways of approaching, attracting and then retaining the current consumers which due to the availability of information in a digital age are able to change the fundamental rules of the game. Also, this paper aim to support academics interested in researching the consumer behaviour in the digital age since its understanding is a complex and lengthy process. The perceptions about lifestyle changed, many prejudices of social or moral terms have been removed, and thus the consumer's personal horizons widened. Also, the changes in professional and personal life occur more easily. Changes are happening faster and some more clear insight on consumer behaviour requires a continuous observation.
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