msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.38050/01300105202018msuecon-553Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESИзучение потребительского опыта на российском рынке интернет-торговли: тестирование модели пути по требителяConsumer experience in Russian e-commerce market: testing the customer journey modelhttps://orcid.org/0000-0003-1080-4849СтамалиеваА. А.StamalievaA. A.

Стамалиева Айгерим Алмазовна, аспирант

Москва

Moscow

stamalieva@gmail.comhttps://orcid.org/0000-0002-0150-947XРебязинаВ. А.RebiazinaV. A.

Ребязина Вера Александровна, к.э.н., доцент

Москва

Moscow

rebiazina@hse.ruhttps://orcid.org/0000-0002-8050-6487ДавийА. О.DaviyA. O.

Давий Анна Олеговна, аспирант

Москва

Moscow

adaviy@hse.ruНИУ Высшая школа экономикиРоссияNRU Higher School of EconomicsRussian Federation20202004202101104134Copyright © Стамалиева А.А., Ребязина В.А., Давий А.О., 20212021Стамалиева А.А., Ребязина В.А., Давий А.О.Stamalieva A.A., Rebiazina V.A., Daviy A.O.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/553

Рынок интернет-торговли в последние годы стремительно развивается, при этом количество потребителей, делающих покупки онлайн, увеличивается. В условиях усиливающейся конкуренции на рынке, широкого выбора товаров и брендов, увеличения покупательской способности и возможности быстрого переключения на товары конкурентов в сети исследование пути потребителя на рынке интернет-торговли становится актуальным. Данная статья посвящена изучению пути потребителей на российском рынке интернет-торговли. Результаты эмпирического исследования основаны на опросе 2567 респондентов, которые имеют опыт совершения онлайн-покупок. Для анализа пути потребителя были использованы несколько количественных методов: описательные статистики, дисперсионный анализ и апостериорный критерий множественных сравнений по методу Тьюки. В ходе анализа описаны четыре стадии пути потребителя при совершении онлайн-покупок на основе эмпирического исследования российских потребителей. Анализ частоты покупок помог выявить группы потребителей, отличающихся намерением совершения будущих покупок, уровнем лояльности и уровнем удовлетворенности. Результаты исследования могут быть полезны для будущих исследований по тематике пути потребителя на российском рынке интернет-торговли.

The internet-retailing market is rapidly developing in the recent years, with an increasing number of consumers making online purchases. Growing market competition brings about greater variety of products and brands, growing purchasing power and the possibility to switch to competitors’ products in the internet. All these make the research on a consumer journey in the internet-retailing market relevant. This article presents the study of a consumer journey in the Russia’s internet-retailing market. The results of the empirical research are based on the responses of 2567 consumers. To analyze the consumer journey, we use several quantitative methods: descriptive statistics, analysis of variance and Tukey’s a posteriori multiple comparison test. In the course of the analysis, we describe four stages of consumer journey, as well as the main factors of loyalty formation. We identify groups of consumers that differ in their intention for future purchases and loyalty level based on the analysis of purchases’ frequency. The findings may be useful for further research on a consumer journey in the Russian internet-retailing market.

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The authors declare that there are no conflicts of interest present.