Влияние персонализированного маркетинга на формирование доверия у потребителей российского рынка e-grocery

Аннотация

Статья посвящена изучению связи инструментов персонализации на рынке e-commerce на примере e-grocery и удовлетворенности покупателей, а также того, какие факторы в большей степени могут повлиять на положительный потреби- тельский опыт, который приведет к повышению удовлетворенности покупателей и, как следствие, повышению доверия потребителей. Авторами рассмотрена три- ада Удовлетворенность покупкой — Доверие — Лояльность потребителя и предло- жен алгоритм взаимодействия конструктов триады для российского рынка e-grocery.

Цель исследования заключается в определении влияния персонализированного мар- кетинга на формирование доверия у потребителей рынка e-grocery. Для достижения цели был организован онлайн-опрос (384 респондента), в качестве основных методов выбраны факторный и регрессионный анализ. 

По результатам исследования были определены факторы, которые используются в качестве базовых для реализации инструментов персонализированного маркетинга и которые влияют на удовлетворенность и доверие покупателей в e-grocery. Авторами также сформирована интегрированная модель формирования доверия потребителей через удовлетворенность, которая была проверена на надежность в виде регрессион- ной модели, основанной на анализе значимости отдельных факторов, способствую- щих повышению лояльности.

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