?
E-commerce Market in Russia: Investigating Barriers and Drivers from the Consumer Perspective
This paper investigates limiting and driving factors influencing e-commerce market development in Russia from the consumer perspective. The paper gives a theoretical framework for analysis factors affecting e-commerce development. It also provides an overview of the current Russian e-commerce market development. To identify limiting and driving factors of the internet retailing market development in Russia from the consumer perspective, a quantitative survey was applied. The total sample of 884 respondents was composed of consumers who are experienced in buying goods or services via internet. The findings reveal factors that drive and impede consumer participation in the e-commerce market in Russia. Among the most noticeable factors are security risks and privacy concerns, and trustworthiness and transparency of e-commerce market players.