Влияние персонализированного маркетинга на формирование доверия у потребителей российского рынка e-grocery

Статья посвящена изучению связи инструментов персонализации на рынке e-commerce на примере e-grocery и удовлетворенности покупателей, а также того, какие факторы в большей степени могут повлиять на положительный потребительский опыт, который приведет к повышению удовлетворенности покупателей и, как следствие, повышению доверия потребителей. Авторами рассмотрена триада Удовлетворенность покупкой — Доверие — Лояльность потребителя и предложен алгоритм взаимодействия конструктов триады для российского рынка e-grocery.

Цель исследования заключается в определении влияния персонализированного маркетинга на формирование доверия у потребителей рынка e-grocery. Для достижения цели был организован онлайн-опрос (384 респондента), в качестве основных методов выбраны факторный и регрессионный анализ.

По результатам исследования были определены факторы, которые используются в качестве базовых для реализации инструментов персонализированного маркетинга и которые влияют на удовлетворенность и доверие покупателей в e-grocery. Авторами также сформирована интегрированная модель формирования доверия потребителей через удовлетворенность, которая была проверена на надежность в виде регрессионной модели, основанной на анализе значимости отдельных факторов, способствующих повышению лояльности.

1. Вклад экономики Рунета в российскую экономику составил 6,7 трлн рублей (2021). РАЭК: российская ассоциация электронных коммуникаций. Дата обращения 10.12.2021, https://raec.ru/live/branch/12448

2. Онлайн-гонка (2020). Коммерсантъ: российская ежедневная общественно-политическая газета с усиленным деловым блоком. Дата обращения 10.12.2021, https://www.kommersant.ru/doc/4389223

3. Цзыин, Ц., Тюрина, Е., & Филатов, А. (2019). Модель формирования доверия онлайн-потребителей к сфере электронной торговли. Известия ДВФУ. Экономика и управление, 4, 42–59. https://dx.doi.org/10.24866/2311-2271/2019-4/42-59

4. Al-Ansi, A., & Han, H. (2019). Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty. Journal of Destination Marketing & Management, 13, 51–60. https://doi.org/10.1016/j.jdmm.2019.05.007

5. Baek, T. H., Morimoto, M. (2012). Stay away from me. Journal of advertising, 41(1), 59 –76.

6. Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214–224.

7. Behera, R. K., Bala, P. K., Tata, S. V., & Rana, N. P. (2021). Retail atmospherics effect on store performance and personalised shopper behaviour: a cognitive computing approach. International Journal of Emerging Markets, ahead-of-print. https://doi.org/10.1108/IJOEM-03-2021-0433

8. Blut, M., Wang, C., & Schoefer, K. (2016). Factors infl uencing the acceptance of self-service technologies: A meta-analysis. Journal of Service Research, 19(4), 396–416.

9. Buhalisa, D., Lópezb, E. P., & Martinez-Gonzalez, J. A. (2020). Infl uence of young consumers’ external and internal variables on their e-loyalty to tourism sites. Journal of Destination Marketing & Management, 15, 100409. https://doi.org/10.1016/j.jdmm.2020.100409

10. Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323–347.

11. Cheshina, A., Amitb, A., & van Kleef G. A. (2018). The interpersonal eff ects of emotion intensity in customer service: Perceived appropriateness and authenticity of attendants’ emotional displays shape customer trust and satisfaction. Organizational Behavior and Human Decision Processes, 144, 97–111. https://doi.org/10.1016/j.obhdp.2017.10.002

12. E-mail marketing worldwide — statistics & facts (2021). Statista. Retrieved May 28, 2022, from https://www.statista.com/topics/1446/e-mail-marketing/#dossierKeyfigures

13. Fanfarillo, S., Bellefonds, N., Ratajczak, D., & Abraham M. (2018). The Building Blocks of Personalization. The Boston Consulting Group. https://www.bcg.com/publications/2018/building-blocks-personalization

14. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 5(1), 6–21. 6 6

15. Goldsmith, R. E., & Freiden J. B. (2004). Have it your way: consumer attitudes toward personalized marketing. Marketing Intelligence & Planning, 22(2), 228–239.

16. Guven, H. (2020). Industry 4.0 and Marketing 4.0: In Perspective of Digitalization and E-Commerce. Agile Business Leadership Methods for Industry 4.0. Emerald Publishing Limited.

17. Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, 20e29. http://dx.doi.org/10.1016/j.tourman.2014.06.003

18. Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16, 239–247. https://doi.org/10.1016/j.jretconser.2008.11.019

19. Lee, C. H., & Cranage, D. A. (2011). Personalisation–privacy paradox: The effects of personalisation and privacy assurance on customer responses to travel Web sites. Tourism Management, 32(5), 987–994.

20. Nisar, T., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135–144. https://doi.org/10.1016/j.jretconser.2017.07.010

21. Oberoi, P., Patel, C., & Haon, C. (2017). Technology sourcing for website personalization and social media marketing: A study of e-retailing industry. Journal of Business Research, 80, 10–23.

22. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: Irwin-McGraw-Hill.

23. Ozdemira, S., Zhangb, Sh., Guptac, S., & Bebekd, G. (2020). The eff ects of trust and peer infl uence on corporate brand — Consumer relationships and consumer loyalty. Journal of Business Research, 117, 791–805. https://doi.org/10.1016/j.jbusres.2020.02.027

24. Pantano, E., & Pripora, C. V. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in human behavior, 61, 548–555.

25. Park, C. H., & Kim, Y. G. (2003). Identifying key factors aff ecting consumer purchase behavior in an online shopping context. International journal of retail & distribution management, 31(1), 16–29.

26. Park, E., Kimb, K. J., & Kwonc, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76, 8–13. http://dx.doi.org/10.1016/j.jbusres.2017.02.017

27. Peppers, D., & Rogers, M. (1997). Enterprise one-to-one: Tools for building unbreakable customer relationships in the interactive age. Journal of Business and Entrepreneurship, 9(2), 73–77.

28. Personalize or Perish: State of Personalization Report for 2021 (2021). Forbes. Retrieved April 18, 2022, from https://www.forbes.com/sites/danielnewman/2021/06/25/personalize-or-perish-state-of-personalization-report-for-2021/?sh=7fd5dd705859

29. Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690.

30. Roberts, M. L., & Zahay, D. (2012). Internet marketing: Integrating online and offline strategies. Cengage Learning.

31. Ross, N. (1992). A history of direct marketing. Direct Marketing Association. New York, NY.

32. Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 3(2), 236– 7 7 258.

33. Schmitt, N. (1996). Uses and abuses of coeffi cient alpha. Psychological assessment, (4), 8 8 350.

34. The future of shopping — anthony norman (2015). Growth from Knowledge. Retrieved April 04, 2022, from https://www.gfk.com/blog/2015/11/the-future-of-shopping-anthony-norman.

35. The value of getting personalization right — or wrong — is multiplying (2021). McKinsey & Company. 2021. Retrieved December 10, 2021, from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying

36. Thuan, Th. N. N. (2020). Developing and validating fi ve-construct model of customer satisfaction in beauty and cosmetic E-commerce.Heliyon, 6, e04887. https://doi.org/10.1016/j.heliyon.2020.e04887

37. Trang, T. P. (2017). Personalized ads on Facebook: An eff ective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230–242.

38. Tyrväinen, O., Karjaluoto, H., & Saarij ärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102233.

39. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing.Journal of retailing, 91(2), 174–181.

40. What is Personalized Marketing? Strategy, Examples & Trends (2017).Emarsys. Retrieved April 18, 2022, from https://emarsys.com/learn/blog/what-is-personalized-marketing.

41. Wind, J., & Rangaswamy, A. (2001). Customerization: The next revolution in mass customization. Journal of interactive marketing, 15(1), 13–32.

42. Xiao, B., & Benbasat, I. (2007). E-commerce product recommendation agents: Use, characteristics, and impact. MIS Quarterly, 31, 137–209. https://doi.org/10.2307/25148784

43. Xiao, L., Zhang, Y., & Fu, B. (2019). Exploring the moderators and causal process of trust transfer in online-to-offl ine commerce. Journal of Business Research, 98, 214–226. https://doi.org/10.1016/j.jbusres.2019.01.069