title: Factors influencing the purchase decision through social commerce channels: The results of mixed research in Moscow
metadata.name: dc.contributor.author
metadata.value: Starova, Polina V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Wijler, Daria A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Rusu, Margarita O.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2020-12-09T19:48:52Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2020-12-09T19:48:52Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Starova P. V., Wijler D. A., Rusu M. O. 2020. Factors influencing the purchase decision through social commerce channels: The results of mixed research in Moscow. Russian Management Journal 18 (3): 335–362.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2020.303
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/21417
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Companies view social commerce (s-commerce) as an additional online marketing sales channel of
  which the revenue-generating potential has substantially increased through the recent introduction of online payments within these channels in Russia. This paper examines which factors influence the consumer buying decision through s-commerce channels in Moscow. Through a rigorous
  process of expert interviews, we gain a first insight into the s-commerce market in Russia. Following
  this preliminary qualitative analysis, we collect survey data on purchase decisions among buyers
  on social media (stage 1: 303 respondents; stage 2: 252 respondents). An in-depth analysis via
  structural equation modelling reveals numerous factors that positively contribute to purchase
  intention. Among others, we find that the intensity of social interaction (e.g. frequency of updates
  and response time), quality of service (e.g. payment and delivery) and the availability of positive
  reviews are statistically significant determinants for a purchase decision. However, in line with
  expert feedback, we find that the significant influential factors differ across s-commerce channels.
  For example, in Инстаграм companies should emphasize platform convenience, content personalization and trust, with the latter factor significantly depending on security and the availability
  of reviews.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: The research is conducted within the Basic Research Program of National Research University Higher
  School of Economics in 2020.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Volume 18; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: social commerce
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: factors influencing the purchase decision
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: social commerce channels
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Instagram commerce
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: social networks
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Factors influencing the purchase decision through social commerce channels: The results of mixed research in Moscow
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 335-362.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/21417/1/335-362.pdf
resources.format: Adobe PDF
resources.size: 252,81 kB