Year of Graduation
Identifying Drivers of Purchase Intention in E-commerce on the Example of the Online Grocery Market in Russia
Internet technologies encompass an increasing number of areas, e-commerce is growing at an enormous pace. The topic of online shopping is widely discussed in the academic and business community in Russia and abroad. The paper solves the problem of identifying drivers of purchase intention. The goal is to identify the factors that have the greatest influence on the formation of the intention to buy food in the online store, as well as barriers to making the initial purchase of food in the online store. The first chapter reveals the theoretical aspects of the intention to make a purchase in an online environment. The second chapter presents an analysis of the Russian e-commerce market in general, as well as the online sale of food products in particular. The third chapter illustrates the results of quantitative and qualitative research. To achieve the goal of the study, a regression, factor and cluster analysis were made, as well as a cross-analysis of in-depth interviews were performed. The main conclusions of the paper: the previous online shopping experience in other categories has a positive effect on the intention to make a purchase, and the perceived risk and habit of making purchases of food in the offline store has a negative effect on the intention to make a purchase. As the main barriers to make the primary purchase of food, fear of an economically unprofitable purchase, lack of understanding of value, the habit of buying from an offline store, fear of receiving low-quality goods were revealed. In addition, as a result of the work, practical recommendations were developed for players of online grocery market.