PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES

The problem of communicative efficiency of the Russian online stores in the context of current trends in development of electronic commerce in Russia has been considered. The empirical study, conducted by the author, aimed to identify the features of perception by Moscow student youth of marketing c...

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Autor principal:	I. Yu. Alexandrova
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2019
Materias:	marketing web communication communicative efficiency online purchase perception of online store psychological discomfort online buyer Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/d0feca23e3a34344a7916c67621c2561
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spelling	oai:doaj.org-article:d0feca23e3a34344a7916c67621c25612021-12-03T07:43:30ZPECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES1816-42772686-841510.26425/1816-4277-2019-11-184-192https://doaj.org/article/d0feca23e3a34344a7916c67621c25612019-12-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/1862https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The problem of communicative efficiency of the Russian online stores in the context of current trends in development of electronic commerce in Russia has been considered. The empirical study, conducted by the author, aimed to identify the features of perception by Moscow student youth of marketing communication process of online purchase, has been described. In the process of achieving this aim following circumstances have been revealed: 1) the frequency of purchases of goods and services by students in online stores; 2) the reasons for low purchasing activity in online stores, as well as the complete rejection of online shopping; 3) typical goods/services, the purchase of which is carried out in online stores; 4) characteristic communicative failures of the online shopping process, which are the cause of psychological discomfort of a young online buyer. The obtained results of the study can be used by the Russian developers of online stores in order to improve efficiency of marketing web communication process.I. Yu. AlexandrovaPublishing House of the State University of Managementarticlemarketing web communicationcommunicative efficiencyonline purchaseperception of online storepsychological discomfortonline buyerSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 11, Pp 184-192 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	marketing web communication communicative efficiency online purchase perception of online store psychological discomfort online buyer Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	marketing web communication communicative efficiency online purchase perception of online store psychological discomfort online buyer Sociology (General) HM401-1281 Economics as a science HB71-74 I. Yu. Alexandrova PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
description	The problem of communicative efficiency of the Russian online stores in the context of current trends in development of electronic commerce in Russia has been considered. The empirical study, conducted by the author, aimed to identify the features of perception by Moscow student youth of marketing communication process of online purchase, has been described. In the process of achieving this aim following circumstances have been revealed: 1) the frequency of purchases of goods and services by students in online stores; 2) the reasons for low purchasing activity in online stores, as well as the complete rejection of online shopping; 3) typical goods/services, the purchase of which is carried out in online stores; 4) characteristic communicative failures of the online shopping process, which are the cause of psychological discomfort of a young online buyer. The obtained results of the study can be used by the Russian developers of online stores in order to improve efficiency of marketing web communication process.
format	article
author	I. Yu. Alexandrova
author_facet	I. Yu. Alexandrova
author_sort	I. Yu. Alexandrova
title	PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
title_short	PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
title_full	PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
title_fullStr	PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
title_full_unstemmed	PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES
title_sort	peculiarities of perception by moscow student youth of the process of marketing communication of online purchases
publisher	Publishing House of the State University of Management
publishDate	2019
url	https://doaj.org/article/d0feca23e3a34344a7916c67621c2561
work_keys_str_mv	AT iyualexandrova peculiaritiesofperceptionbymoscowstudentyouthoftheprocessofmarketingcommunicationofonlinepurchases
_version_	1718373539121201152

PECULIARITIES OF PERCEPTION BY MOSCOW STUDENT YOUTH OF THE PROCESS OF MARKETING COMMUNICATION OF ONLINE PURCHASES

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