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Regular version of the site

Book chapter

Limiting and Driving Factors of E-commerce Market Development in Russia: Evidence from an Empirical Research

P. 257-261.
Daviy A., Rebiazina V. A., Smirnova M.

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 1093 Russian Internet buyers. Additionally, influence of actual behavior on anticipated behavior will be calculated.

In book

St. Petersburg: St. Petersburg State University Graduate School of Management, 2019.