title: E-commerce Barriers and Drivers of the Russian Consumers: The Results of an Empirical Study
metadata.name: dc.contributor.author
metadata.value: Daviy, Anna O.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Rebiazina, Vera A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2018-04-25T10:46:32Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2018-04-25T10:46:32Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Daviy A. O., Rebiazina V. A., Smirnova M. M. E-commerce Barriers and Drivers of the Russian Consumers: The Results of an Empirical Study. Vestnik of Saint Petersburg University. Management, 2018, vol. 17, issue 1, pp. 69–98.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2018.104
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/9459
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The role of e-commerce in the economic growth is constantly increasing; its development though depends on some limiting and driving factors. This paper investigates limiting and driving factors that influence e-commerce market development in Russia from the consumer perspective. To identify limiting and driving factors of the Russian e-commerce market development from the consumer perspective in Russia, a quantitative survey is applied. A new scale that includes 44 indicators to describe online shopping barriers and drivers has been developed.
  The total sample of 884 respondents is composed of consumers who are experienced in buying goods or services via internet. Exploratory factor analysis and K-means clustering analysis are applied to analyze the obtained data. The findings reveal the structure of driving and limiting factors, highlighting the core role of the trustworthiness and transparency of e-commerce market players, security risks and privacy concerns, reputation of the online store, consumer trust and online shopping infrastructure. Cluster analysis identifi ed three main clusters: (1) consumers who appreciate benefits of making internet purchases, (2) consumers buying from abroad, and (3) cautious consumers with low level of trust. The findings from this study make several contributions to a growing body of literature on e-commerce. Firstly, the drivers and barriers of the e-commerce market development from the consumer and Russian market perspectives are revealed. Secondly, this is the study to compensate the lack of empirical research describing the barriers and drivers of the e-commerce market in Russia. Thirdly, this research extends our knowledge of the Russian e-commerce market and may serve as a base for future studies in this field.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: The paper is based on the results of the research project No 16-01-0079 within the framework of the Program "Scientific Fund of the National Research University "Higher School of Economics (HSE)" in 2016-2017, as well as with the state support of the leading universities of the Russian Federation "5-100".
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: Vestnik of St Petersburg University. Management;Volume 17; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: marketing
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: online-shopping
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: online consumers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: e-commerce barriers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: e-commerce drivers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: emerging markets
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russia
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: E-commerce Barriers and Drivers of the Russian Consumers: The Results of an Empirical Study
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 04-Daviy.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/9459/1/04-Daviy.pdf
resources.format: Adobe PDF
resources.size: 296,35 kB