The role of trust in consumer behavior in the Russian e-commerce market
While trust is a one of the factors that may influence consumer behavior in the e-commerce market, its role depends on the research context. This study examines the role of trust in the consumer behavior in the e-commerce market in Russia. Drawing on the Theory of Planned Behavior (TPB), this research considers the effect of trust on consumer intention to purchase online, on current online purchasing behavior and anticipated behavior. We propose that trust improve more online consumer behavior and repurchase intentions than consumer intention to buy online. Using structural equation modelling, the conceptual model will be tested with a sample of 1663 Russian Internet buyers. Additionally, influence of actual behavior on anticipated behavior will be calculated.
The development of Internet retailing implies the presence of competing interests among the participants of the supply chain and requires regulation of vertical restraints. As government regulation of the vertical restraints due to their possible anticompetitive effects, then the change in the nature of competition requires a review of applicable regulations, which were adopted on June 1, 2010 in the EU. The new rules of regulation on the vertical restraints will remain in place until 2022.
Emerging markets, to which Russia belongs to, represent a significant part of the world economy and have a tendency to expand their share. According to Sheth (Sheth, 2011), emerging markets have common marketing features. At the same time, each country has a number of specific marketing features that distinguish it from other countries and leave their mark on marketing activities of companies in this country. Understanding of marketing practices is important because it helps to analyze peculiarities of company's marketing activities, adjust existing theories and models of marketing and create new ones, that relevant to the reality of emerging markets. Also it allows adjusting the existing marketing activities to the market more efficiently. Thus, the purpose of this paper is to identify the specifics of marketing practices of Russian companies.
New notion “socio-psychological capital” is proposed and operationalized. From the author’s point of view, socio-psychological capital is a certain psychological relations that are a basis for social capital forming. I. Ajzen’s theory of planned behavior is used as theoretical bases for entrepreneurial behavior study. It is shown that there is an infl uence of some components of socio-psychological capital (institutional trust, social trust and perceived social capital) on socio-cognitive phenomena underlying the intention to open person’s own business. It is stated that socio-psychological capital does not infl uence directly on intention to open one’s own business.
The purpose of this paper is to describe how the food embargo influenced changes in the relationships among Russian agricultural companies. To achieve the objectives the qualitative research – focus group was conducted. The participants were selected from the companies of Russian agro-industrial complex, who at the time of the study held the position the position of senior or middle management personnel in the companies operating in Russia. The research identified that there are desires for long-term partnerships, priority of such characteristics as reliability and confidence in the company and its reputation among Russian agribusiness. That illustrates that the companies of the Russian agroindustrial complex are oriented to use the relational approach. The research identified that among agricultural companies in Russia the relevance of the Relationship marketing approach is increasing.
Building long-term customer relations plays a pivotal role in contemporary management practice. Customer relationship management process in a company involves various different actors ranging from top management to line-level employees. One of the key areas of it is related to the utilization of corporate CRM system which serves as crucial information source in providing better customer insight. This article explores directions for improving the use of CRM system through analyzing the gaps between its perception by managers and sales representatives in a multinational pharmaceutical company. The field research is based on a quantitative data from online questionnaires. The sample consists of 219 representatives based in four emerging markets. These initial findings could be useful for other pharmaceutical companies in emerging markets.