Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-3-7

https://elibrary.ru/item.asp?id=82627784

Факторы потребительского выбора маркетплейсадля онлайн-покупок

Factors behind consumer choiceof online marketplaces

Марценюк

А. О.

Марценюк

А. О.

Martsenuk

A. O.

yar53@gmail.comМирзоян

А. Г.

Мирзоян

А. Г.

Mirzoyan

A. G.

kell56@yandex.ruЛавриненко

П. А.

Лавриненко

П. А.

Lavrinenko

P. A.

lavrik3x@mail.ru

AO T-BankАО «Т-Банк»

Lomonosov Moscow State UniversityМосковский государственный университет имени М. В. Ломоносова

Financial Research Institute of the Ministry of Finance of the Russian FederationНаучно-исследовательский финансовый институт Минфина России

The Institute of Economic Forecasting of the Russian Academy of SciencesИнститут народнохозяйственного прогнозирования Российской академии наук

11072025

163921081006202402102024

CC BY-NC 4.0

А.О. Марценюк, А.Г. Мирзоян, П.А. Лавриненко

A.O. Martsenuk, A.G. Mirzoyan, P.A. Lavrinenko

Торговые площадки расходуют большие средства на привлечение пользователей и ведут борьбу за увеличение доли рынка. Интенсивная конкуренция актуализирует задачу установления факторов, определяющих поведение покупателей. Исследование направлено на выявление характеристик российских торговых площадок, оказывающих наибольшее влияние на выбор маркетплейса потребителем, на примере Ozon и Wildberries. Методологическая основа исследования представлена теорией обоснованных действий. Методы работы - кластеризация с использованием k-средних, метод анализа иерархий и факторный анализ. Информационную базу составили данные двух опросов: на первом этапе при участии 230 респондентов сформирован список актуальных характеристик, учитываемых потребителями при выборе маркетплейса; на втором этапе для выявления ключевых характеристик маркетплейсов был проведен опрос 478 респондентов. Результаты показали, что ключевыми характеристиками платформ являются ассортимент, доставка и прошлый опыт использования платформы. При этом Wildberries в среднем имеет более высокое значение индекса качества платформы и получает более высокие оценки по параметрам «качество сайта» и «программа лояльности». Предпочтения потребителей негомогенны: внутри кластеров потребителей, предпочитающих Wildberries, ключевыми факторами выбора оказываются доставка, прошлый опыт и качество сайта, а в кластере, где лидером является Ozon, наибольшую важность приобретает эффект окружения. Итоги исследования могут быть использованы для формирования маркетинговых стратегий, укрепления лояльности клиентов и привлечения новых потребителей.

Marketplaces invest substantial resources in attracting users and compete for market share. Intense competition high- lights the importance of pinpointing the factors affecting buyer behaviour. The study aims to identify the characteristics of Russian marketplaces that have the most profound effect on consumer choice of an e-commerce platform, using Ozon and Wildberries as examples. The theory of reasoned action constitutes the methodological basis of the study. The research methods include means clustering, the Analytic Hierarchy Process, and factor analysis. The empirical evidence is comprised of the results of two surveys: first, with the help of 230 respondents, a list of relevant marketplace characteristics was compiled that consumers pay attention to when choosing a marketplace; second, data on the preferences and socio-demographic characteristics of 478 respondents were collected. The results showed that the platforms’ key characteristics are assortment, delivery, and prior platform usage experience. On average, Wildberries has a higher platform quality index and is rated higher in terms of Website Quality and Loyalty Program parameters. Consumer preferences are heterogeneous: within the pro-Wildberries clusters, the key factors of choice are delivery, prior experience and website quality, whereas in the Ozon-dominated cluster, it is prior experience and social circle. The research findings can be utilized to devise marketing strategies, strengthen customer loyalty, and attract new customers.

consumer clusteringfactors behind consumer choiceozonwildberriesmarketplacecharacteristics of a marketplacequality of a marketplacee-Commerce

маркетплейсхарактеристики маркетплейсакачество маркетплейсаэлектронная коммерциякластеризация потребителейфакторы потребительского выбораozonwildberries

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