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Вестник Московского университета. Серия 6. Экономика

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

https://doi.org/10.38050/01300105202159

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Аннотация

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.

Об авторах

В. А. Ребязина
НИУ «Высшая школа экономики»
Россия

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

Москва



Э. О. Тункевичус
НИУ «Высшая школа экономики»
Россия

Тункевичус Эдуард Олегович — студент

Москва



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Для цитирования:


Ребязина В.А., Тункевичус Э.О. Цифровые профили пользователей сервисов совместного потребления в России: подход тематического моделирования. Вестник Московского университета. Серия 6. Экономика. 2021;(5):183–206. https://doi.org/10.38050/01300105202159

For citation:


Rebiazina V.A., Tunkevichus E.O. Sharing economy services users’ digital profiles in Russia: topic modeling approach. Moscow University Economics Bulletin. 2021;(5):183–206. (In Russ.) https://doi.org/10.38050/01300105202159

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ISSN 0130–0105 (Print)