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Факторы, формирующие лояльность пользователей онлайн-сервисов
Вестник Московского университета. Серия 6: Экономика. 2024. Т. 59. № 2. С. 234–263.
The paper develops and tests models of consumer loyalty formation in relation to online services based on empirical research data. This study is one of the first in the Russian academic environment to empirically test the relationship between loyalty and a number of factors that form consumer loyalty, a significant part of the works published in Russia used theoretical methods of studying constructs (for example, a literary review and its variations, such as a narrative review or a systematic review), published empirical studies have mainly focused on identifying, however, no attempts have been made to test the relationship between these factors. The authors poses a research question what factors influence (positive or negative) the intention and loyalty of users of online services? To answer the question, the article uses a quantitative research method – an online survey, which was attended by active users of the Internet and online services (more than 350 respondents). The resulting sample size is sufficient to test hypotheses using quantitative data analysis: structural equation modeling (in particular Partial Least Squares Structural Equation Modeling, PLS-SEM). At the same time, in this study, the authors rely on important aspects of consumer loyalty formation related to digital security, trust and other important factors. The results of the study demonstrate a significant positive effect of trust in the online service and the perceived usefulness of the online service on consumer loyalty, while psychological discomfort when using the online service has a negative impact. The perceived level of control over the entered data and the security of data entry do not have a significant impact. The scale formed as a result of the study can be used to further develop the theory of consumer loyalty in the Russian market.
Keywords: лояльностьдовериеtrustэлектронная коммерцияloyalty e-commercePLS-SEMOnline ServicesPLS-SEMонлайн-сервисы
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