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Article

Потребительский опыт в e-commerce: анализ рациональных и эмоциональных потребительских инсайтов

Пантелеева Е. К., Михайлова Н. И.

Nowadays in Russia as throuthout the world, there has been a significant increase in the number of online stores. It determines the growth of competition in this sphere while customer experience is becoming a new differentiation tool for the online retailers. This paper examines insights of the clients of the largest Russian online retailers. The results of this exploratory study demonstrate the opportunities of e-retailers to manage customer experience