References

msuecon

Вестник Московского университета. Серия 6. Экономика

Lomonosov Economics Journal

0130-0105

MSUPRESS

10.38050/01300105202159

msuecon-790

Research Article

ПРОБЛЕМЫ УПРАВЛЕНИЯ

MANAGEMENT ISSUES

Цифровые профили пользователей сервисов совместного потребления в России: подход тематического моделирования

Sharing economy services users’ digital profiles in Russia: topic modeling approach

https://orcid.org/0000-0002-0150-947X

Ребязина

В. А.

Rebiazina

V. A.

Ребязина Вера Александровна — к.э.н., доцент, руководитель департамента маркетинга Высшей школы бизнеса

Москва

Moscow

rebiazina@hse.ru

https://orcid.org/0000-0002-1110-9840

Тункевичус

Э. О.

Tunkevichus

E. O.

Тункевичус Эдуард Олегович — студент

Москва

Moscow

tunkevichus@mail.ru

НИУ «Высшая школа экономики»РоссияHSE UniversityRussian Federation

2021

03112021

183–206

2021

Ребязина В.А., Тункевичус Э.О.

Rebiazina V.A., Tunkevichus E.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/790

Трансформация общества и развитие цифровых технологий значительно повлияли на поведение потребителей: идентичность потребителей теперь распространяется на цифровую среду, формируется новый сегмент потребителей — цифровые потребители. Также в результате цифровизации развиваются новые бизнес-модели, например, модель совместного потребления, полноценное функционирование которой невозможно без существования цифровых платформ и интернета. Несмотря на популярность тематики совместного потребления в исследовательской среде и широкий инструментарий, используемый в исследованиях, на данный момент не предприняты попытки формирования цифрового профиля пользователей сервисов совместного потребления на основе анализа профилей пользователей социальных сетей и выявления их психографических характеристик. Данные социальных сетей являются одним из наиболее обширных источников информации о потребителях: умение анализировать поведение потребителей в социальных сетях может стать существенным конкурентным преимуществом компаний, так как позволяет оперативно извлекать объективную информацию о пользователях.Цель исследования заключается в разработке цифровых профилей пользователей наиболее популярных сервисов совместного потребления на основе данных цифровых следов. Эмпирической основной исследования выступили публикации (посты) профилей подписчиков сообществ наиболее популярных в России сервисов совместного потребления в социальной сети «ВКонтакте». Размещенная пользователями в социальных сетях информация собрана с помощью программной среды Python (использован интерфейс API, Application Programming Interface), размер выборки составил 24 000 профилей. Собранные данные обработаны и проанализированы с применением метода тематического моделирования, в результате анализа выявлены 12 основных тематик, характеризующих интересы пользователей, сформированы тематические профили сообществ, выявлены отличия в цифровом поведении пользователей различных сервисов совместного потребления в социальных сетях. Использование данных о поведении пользователей в цифровой среде открывает новые возможности для компаний сферы совместного потребления и может стать основой улучшения работы сервисов персонализации, своевременной адаптации продуктовых предложений и подходов к взаимодействию с клиентами, а также основой для формирования экосистем.

The transformation of society and the development of digital technologies have significantly affected consumer behavior: consumer identity is now spreading to digital environment, with a new segment of digital consumers being developed. As a result of digitalization, new business models are emerging, for example, commercial sharing systems, the full functioning of which is impossible without the existence of digital platforms and the Internet. Despite the popularity of the topic of commercial sharing systems in the research environment and a wide range of tools used in research, at the moment no attempts have been made to study a digital profile of commercial sharing services users based on the analysis of their social networks profiles. Social network data are one of the most extensive sources of information about consumers: the ability to analyze consumer behavior in social networks can become a significant competitive advantage for companies, as it allows them to quickly extract objective information about the users. The objective of the study is to develop digital profiles of commercial sharing systems’ users based on their digital footprint data. The empirical basis of the study is the publications (posts) of commercial sharing communities’ subscribers on a popular Russian social network VKontakte. The information posted by users in social networks was collected using Python (the API, Application Programming Interface are used), the sample size comprises 24,000 profiles. The collected data have been processed and analyzed using the topic modeling method, as a result of the analysis, 12 main topics are identified characterizing users’ interests. Based on individual topic profiles, topic profiles of communities are formed, furthermore, differences in the digital behavior commercial sharing systems profiles were identified. The application of data on user behavior in digital environment creates new opportunities for digital companies and can become the basis for improving the performance of personalization services, timely adaptation of product offers and approaches to interaction with customers, as well as become the basis for the development of ecosystems.

цифровой профиль пользователясервисы совместного потребленияцифровой потребительтематическое моделированиеповедение потребителей

user’s digital profilecommercial sharing systemsdigital consumertopic modelingconsumer behavior

Статья подготовлена по результатам исследований, выполненных в рамках научно-исследовательского проекта «Разработка многофакторной модели повышения конкурентоспособности российских инновационно-активных компаний в условиях цифровой трансформации бизнеса» в рамках прикладных научных исследований Высшей школы бизнеса НИУ ВШЭ в 2020–2021 гг. Проект утвержден решением научной комиссии факультета бизнеса и менеджмента от 19.06.2020, протокол № 5.

This research was conducted within the framework of the applied research project “Development of Multifactor Model to Improve Innovative Companies Competitiveness in the Digital Transformation Age” as a part of the HSE Graduate School of Business Research Program (protocol No.5, 19.06.2020) in 2020–2021

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