Цифровые компетенции потребителей при покупке цифровых продуктов через каналы электронной коммерции
Целью диссертации является исследование цифровых компетенций потребителей при покупке цифровых товаров через каналы электронной коммерции.
Задачами диссертации являются: анализ существующей литературы, посвященной цифровым продуктам, электронным платформам продажи, цифровым компетенциям и поведению потребителей и выявление пробелов в существующих исследованиях; выявление и анализ значимых компетенций потребителей при покупке цифровых товаров через каналы электронной коммерции, а также сравнение выявленных компетенций для разных категорий цифровых товаров; описание портретов потребителей цифровых товаров на основе их цифровых компетенций.
Основными результатами работы являются: определение перечня значимых компетенций потребителей при покупке цифровых продуктов их разных категорий, формирование логически обоснованной типологии потребителей на основе их цифровых компетенций, а также рекомендации для дальнейших исследований и практического использования результатов.
CHAPTER 1. LITERATURE REVIEW ……………………………………………………………………………………………………. 8
1.1 1.2 1.3
1.3.1
1.3.2
1.4
1.4.1 1.4.2
DIGITAL PRODUCTS…………………………………………………………………………………………………………………… 8 THE OVERVIEW OF TECH-ENABLED COMMERCE………………………………………………………………………… 13 CONSUMER DIGITAL COMPETENCE …………………………………………………………………………………………… 15
Definition of digital competence…………………………………………………………………………………………… 16
Digital competence frameworks …………………………………………………………………………………………… 17 CONSUMER BEHAVIOR …………………………………………………………………………………………………………….. 22 Definition of consumer behavior………………………………………………………………………………………….. 23 Consumer decision-making models (CDM)…………………………………………………………………………… 24
CHAPTER 2. RESEARCH METHODOLOGY……………………………………………………………………………………….. 32
2.1 RESEARCH APPROACH …………………………………………………………………………………………………………….. 32
2.2 DATA COLLECTION METHODS AND PROCEDURES ………………………………………………………………………. 34
2.3 DATA PROCESSING AND ANALYSIS ……………………………………………………………………………………………. 36
CHAPTER 3. EMPIRICAL RESULTS …………………………………………………………………………………………………… 38
3.1 RESEARCH SAMPLE …………………………………………………………………………………………………………………. 38
3.2 DIGITAL GOODS CATEGORIES ANALYSIS …………………………………………………………………………………… 41
3.3 FACTOR ANALYSIS RESULTS …………………………………………………………………………………………………….. 45
3.4 REGRESSION ANALYSIS OF COMPETENCES INFLUENCING BUYING FREQUENCY …………………………….. 48
3.5 CLUSTER ANALYSIS OF CUSTOMERS ON THE BASIS OF THEIR DIGITAL COMPETENCE ……………………. 55
CHAPTER 4. RESEARCH FINDINGS AND DISCUSSIONS ………………………………………………………………….. 58
4.1 EXPLICIT ANSWERS TO RESEARCH QUESTIONS ………………………………………………………………………….. 58
4.2 THEORETICAL AND MANAGERIAL IMPLICATIONS ………………………………………………………………………. 59
4.3 LIMITATIONS AND RECOMMENDATIONS FOR FURTHER RESEARCH ……………………………………………… 60
CONCLUSION ………………………………………………………………………………………………………………………………………. 61 REFERENCES……………………………………………………………………………………………………………………………………….. 63 APPENDIX 1………………………………………………………………………………………………………………………………………….. 68 APPENDIX 2………………………………………………………………………………………………………………………………………….. 72 APPENDIX 3………………………………………………………………………………………………………………………………………….. 78 APPENDIX 4………………………………………………………………………………………………………………………………………….. 93
Today, the digital world is a part of every aspect of our lives, from how we spend our time to how we manage our money. It changes the usual way of communication, entertainment and getting new information. We become digital consumers who search for products and services not in yellow page catalogs, but in search engines. During recent years, digital technologies have become strongly integrated across all sectors of our society and economy. Not only it became possible to create new types of goods and services but also the whole way various product categories are created, distributed, sold and consumed has undergone dramatic changes. All these provoke online retail market to increase its competitiveness, online sellers create new approaches and models of communication with their customers and, as a consequence, more and more new digital channels continue to appear in order to satisfy modernized needs of the customers.
Despite the fact that digitalization encouraged creating great possibilities for the overall economic growth and evolution of the whole process of retail functioning it also influenced significantly the final consumer. Consumer spending on digital goods has increased dramatically within recent years. Today people not only want to be aware of what goods and services are available for them in the marketplace, their expectations about information available, conditions, quality and format of on-line buying process have been also seriously transformed. All these changes inevitably lead to significant changes of the whole consumption patterns, particularly within such stages as obtaining information, negotiating of specific terms of transactions, making the purchase decision itself, making payments and so on.
However, while there is a lot of literature attempting to answer the question how e- commerce influences the market prices, companies’ business models and their functioning in the new environment in general, much less works tried to go deeper with understanding of the customers itself. In fact, companies are faced with complex radical changes in the implementation of their business, trying to meet all the requirements of online retail, to have time to adopt the best technological trends and so on. Nevertheless, few people take into account the fact that modern consumers also continually face with new conditions on the Internet, with rapidly changing trends and what even more significant with a huge amount of information that is also updating at a breakneck speed. Thus, it cannot be ignored that consumers also need certain skills and knowledge, or even sets of skills and knowledge that would allow them to satisfy their needs in the Internet environment. Why should it be important to companies and online retailers? The extent of utility extracted from consumption different goods and services can directly depend on the level of knowledge base and skill base of consumers and also on efficient usage of all these skills and knowledge. On the other hand, because of the lack of certain sufficient skills, consumers
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themselves may suffer from their experience in the digital environment, facing negative consequences at different stages of their consumer journey. Since these statements directly relate to the success or failure of the process of consumption in the E-commerce realities, it is difficult to overestimate the relevance and importance of this topic.
Moreover, most of existing papers in this field devoted to studying the online purchasing in the context of ordinary offline goods. However, according to recent report describing the consumption trends of online purchasing prepared by Fiserv in 2019 almost three quarters of all online purchases in the world are for digital goods and services. And not only this segment differs from physical one by inability to touch them but it also entails a number of distinctive characteristics, advantages, and disadvantages that directly affect the process of their consumption online. That is why the study of competencies in the context of this segment of products requires special attention, which this work will try to cover.
Nevertheless, going deeper into the study of digital competencies required for online consumption of digital goods, this work also tries to consider the competencies in the context of various categories of digital goods, which may also imply the presence of different significant competencies.
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