Abstract
The e-commerce market has been developing rapidly in recent years. The number of consumers making online purchases is increasing. In conditions of increasing competition in the market, a large selection of products and brands, increasing consumer power and ability to switch to competitor’s products through the internet, research on consumer loyalty factors in e-commerce market becomes relevant. This paper is devoted to the study of consumer loyalty factors in the Russian e-commerce market. The findings are based on the results of an empirical research implemented in the form of an online survey of 601 consumers in the Russian e-commerce market. The main attributes and factors of consumer loyalty are highlighted in the study. As a result of factor analysis, 9 factors are identified. Based on the results of factor analysis three clusters of customers are defined. The paper contributes to studies on customer loyalty factors in Russian e-commerce market and may be used as a base for future research.
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Acknowledgment
The paper was prepared within the working group “Sharing Economy as an Innovative Business Model” at the Faculty of Business and Management at the National Research University Higher School of Economics (HSE University) in 2019 (grant № AAAA-A19-119081290039-7) and within the framework of the Russian Academic Excellence Project «5-100».
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Rebiazina, V., Stamalieva, A., Smirnova, M. (2019). Consumer Loyalty Factors in the Russian E-Commerce Market. In: Alexandrov, D., Boukhanovsky, A., Chugunov, A., Kabanov, Y., Koltsova, O., Musabirov, I. (eds) Digital Transformation and Global Society. DTGS 2019. Communications in Computer and Information Science, vol 1038. Springer, Cham. https://doi.org/10.1007/978-3-030-37858-5_22
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