Факторы, формирующие лояльность пользователей онлайн-сервисов

В статье разрабатываются и тестируются на основе данных эмпирического исследования модели формирования лояльности потребителей по отношению к онлайн-сервисам. Данное исследование одно из первых в российской академической среде эмпирически тестирует взаимосвязи между лояльностью и различными факторами, формирующими потребительскую лояльность. Значительная часть опубликованных в России работ используют теоретические методы исследования конструктов (например, литературный обзор и его вариации, такие как нарративный литературный обзор или систематический литературный обзор), хотя опубликованные эмпирические исследования преимущественно фокусируются на выявлении этих факторов, и до сих пор не было предпринято попыток протестировать взаимосвязи. Авторами ставится исследовательский вопрос о том, какие факторы оказывают влияние (положительное или отрицательное) на намерение лояльность пользователей онлайн-сервисов? Для ответа на вопрос в статье использован количественный метод исследования – онлайн-опрос, в котором приняли участие активные пользователи интернета и онлайн-сервисов (более 350 респондентов). Полученный объем выборки является достаточным для тестирования гипотез с использованием анализа количественных данных: моделирования структурными уравнениями (в частности Partial Least Squares Structural Equation Modeling, PLS-SEM). При этом в данном исследовании авторы опираются на важные аспекты формирования потребительской лояльности, связанные с цифровой безопасностью, доверием и иными важными факторами. Результаты исследования демонстрируют значимое положительное влияние доверия к онлайн-сервису и воспринимаемой полезности онлайн-сервиса, на потребительскую лояльность, при этом психологический дискомфорт при использовании онлайн-сервиса оказывает негативное влияние. Воспринимаемый уровень контроля над введенными данными и безопасность ввода данных значимого влияния не оказывают. Сформированная в результате исследования шкала может быть использована для дальнейшего формирования теории потребительской лояльности на российском рынке.

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