АНАЛИЗ ВЛИЯНИЯ СОЦИАЛЬНЫХ СЕТЕЙ НА РЕШЕНИЕ ПОКУПАТЕЛЯ О ПОКУПКЕ ОНЛАЙН: КОНЦЕПЦИЯ ИССЛЕДОВАНИЯ
Ключевые слова:
социальные медиа, социальные сети, решение о покупке, поддержка покупателей, оценка продукта
Аннотация
Подробно рассмотрены теоретические основы развития интернет-торговли и факторы, оказывающие влияние покупателей на решение о покупке онлайн с точки зрения концепции Веб 2.0. Авторами разработана и обоснована концепция проведения маркетингового исследования, нацеленного на изучение факторов социальных сетей на принятие решения об онлайн покупке. При этом независимыми переменными выступают такие факторы, как поддержка покупателей, обмен информацией, оценка продукта, зависимая переменная в разрабатываемом исследовании - намерение покупателя совершить покупку. Для проверки сформулированных в статье гипотез предполагается проведение опроса с подробным изучением и обоснованием факторов, оказывающих влияние на онлайн покупки. Данное направление исследований несомненно является актуальным в современных рыночных условиях.
Литература
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2. Jain A. and Ganesh J. Harnessing the Power of Web 2.0 in Online Retail. Part II: An Implementation Roadmap for Retailers / White Paper Infosys [Electronic source]. URL: https:// www.infosys.com (Date of access: 13.12.2007).
3. Allahawiah S.R. and Tarawneh M.M. The impact of social networks in influencing the consumer purchasing decision via the internet: analytical study in Albalqa Applied University / Journal of Theoretical and Applied Information Technology, 2008. Vol. 96. № 23. P. 8109-8121.
4. The rise of the networked enterprise: Web 2.0 finds its payday / McKinsey & Company [Electronic source]. URL: https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-rise-of-the-networked-enterprise-web-20-finds-its-payday (Date of access: 06.09.2020).
5. Schaupp L.C. and Belanger F. A Conjoint Analysis Of Online Consumer Satisfaction / Journal of Electronic Commerce Research, 2005. Vol. 6. № 2. P. 95-111.
6. Phippen A., Sheppard L., and Furnell S. A practical evaluation of Webanalytics / Internet Research, 2004. 14 (4). P. 284-293.
7. Wirtz B., Schilke O., and Ullrich, S. Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet / Long Range Planning, 2009. 43. P. 272-290.
8. Nabeth T. Social web and identity: a likely encounter (Editorial of the special issue Social web and identity) / Identity in the Information Society, 2009. 2. P. 1-5.
9. Lorenzo C., Constantinides E., Geurts P. and Gomez M.A. Impact of web experience on e-consumer responses / DEXA 2007 Conference, September 3-7, Regensburg, Germany.
10. Novak T.P., Hoffman D.L. and Yung Y.F. Measuring the Customer Experience in Online Environments: A Structural Modeling Approach / Marketing Science, 2000. 19(1). P. 22-42.
11. Trusov M., Bucklin R. and Pauwels K. Effects of word- of-mouth versus traditional marketing: Findings from an internet social networking site / Journal of Marketing, 2009. 73. P. 90-102.
12. Rattanawicha P. and Esichaikul V. What Makes Websites Trustworthy? A Two-phase Empirical Study / Int. J. Electronic Business, 2005. 3(2). P. 110-136.
13. Lee J., and Lee J.N. Understanding the product information inference process in electronic Word-of-Mouth: An objectivity-subjectivity dichotomy perspective / Information & Management, 2009. 46. P. 302-311.
14. Park D.H., Lee J. and Han I. The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement / International Journal of Electronic Commerce, 2007. 11. P. 125-148.
15. Kim H., and Kim W. The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants / Tourism Management, 2005. 26. P. 549-560.
16. Gefen D., and Straub, D.W. The relative importance of perceived ease-of use in IS adoption: A study of e-commerce adoption / Journal of the Association for Information Systems, 2000. 1(8). P. 1-30.
17. Hassanein K. and Head M. The Impact of Infusing Social Presence in the Web Interface: An Investigation Across Different Products / International Journal of Electronic Commerce, 2006. 10(2). P. 31-55.
Поступила в редакцию
2020-11-24
Опубликована 2020-12-28
Опубликована 2020-12-28