Tags
consumer behavior in the online environment, online buyers, online consumption strategies, online market, online trade
Introduction. The Internet is becoming a part of everyday life; it is in this space that communication, purchases, and payment for various services are carried out. Young people are the most dynamic social group that has long mastered the Internet market with its advantages, namely, comparing prices, book products, and buy at discounts.
Materials and methods. The quantitative data collection method is used for studying young people’s consumer strategies in the Internet market and understand the prevalence of online shopping practices. This task led to the application of the survey and the analysis of the data obtained. Comprehension of values and behavioral practices in consumer groups (generally active experts, partially active experts, passive experts) is based on a qualitative strategy in the form of semi-formalized interviews.
Research results, their discussion. The factors of the popularity of the Internet market among students have been determined: activity on the Internet and social networks, attractive prices for goods, an expanded range of goods; it was found that such categories of goods as tickets, music, software, and food delivery are frequently purchased via the Internet; it was revealed that the frequency of online purchases varies from “once every six months” to “once every 1-3 months”, while a purchase does not always accompany a visit to an online store. The survey showed that the most preferable for young people are such services, Internet catalogs, the possibility of placing a preliminary order, booking goods with subsequent self-pickup.
Conclusions. The study made it possible to establish a trend towards increasing online purchases among students in the Internet market as a consumer platform with new consumption practices.
Keywords: online market, online trade, online buyers, online consumption strategies, consumer behavior in the online environment, online shopping
For citation: Novgorodtseva, A. N., Tomyuk, O. N., Dyachkova, M. A., & Piankova, M. P. (2020). Online marketplace: student consumer strategies. Economic consultant, 32 (4), 41-53. doi: 10.46224/ecoc.2020.4.5
Information about the authors:
Anastasia N. Novgorodtseva (Russia, Ekaterinburg) – Associate Professor, PhD of Sociological Sciences, Associate Professor Department of Applied Sociology Department of Political Science and Sociology, Ural Humanitarian Institute. Ural Federal University named after the first President of Russia B.N. Yeltsin. E-mail: a.n.novgorodtseva@urfu.ru. Scopus ID: 57215904946
Olga N. Tomyuk (Russia, Ekaterinburg) – Senior Lecturer, Department of Theory of State and Law, Ural State Law University. E-mail: helgago@yandex.ru. Scopus ID: 57211983935
Margarita A. Dyachkova (Russia, Ekaterinburg) – Associate Professor, PhD in Pedagogical Sciences, Associate Professor of the Department of Art Education. Ural State Pedagogical University. E-mail: dyachkova.margarita@yandex.ru. Scopus ID: 57211982998
Maria P. Piankova (Russia, Ekaterinburg) – Magister of Department of Applied Sociology Department of Political Science and Sociology, Ural Humanitarian Institute. Ural Federal University named after the first President of Russia B.N. Yeltsin. E-mail: hi.mark@inbox.ru
Received: Sep 14, 2020 | Accepted: Oct 20, 2020 | Published: Dec 1, 2020
Editor: Yuri I. Treshchevsky, Professor, Doctor of Economics. Voronezh State Univercity, RUSSIA
Copyright: © 2020 Novgorodtseva, A. etc. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Competing interests: The authors have declared that no competing interests exist.
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