Online marketplace: student consumer strategies

Anastasia N. Novgorodtseva (), Olga N. Tomyuk (), Margarita A. Dyachkova () and Maria P. Piankova ()
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Anastasia N. Novgorodtseva: Ural Federal University named after the first President of Russia B.N. Yeltsin
Olga N. Tomyuk: Ural State Law University
Margarita A. Dyachkova: Ural State Pedagogical University
Maria P. Piankova: University named after the first President of Russia B.N. Yeltsin

Economic Consultant, 2020, vol. 32, issue 4, 41-53

Abstract: Introduction. The Internet is becoming a part of everyday life; it is in this space that communication, purchases, and payment for various services are carried out. Young people are the most dynamic social group that has long mastered the Internet market with its advantages, namely, comparing prices, book products, and buy at discounts. Materials and methods. The quantitative data collection method is used for studying young people’s consumer strategies in the Internet market and understand the prevalence of online shopping practices. This task led to the application of the survey and the analysis of the data obtained. Comprehension of values and behavioral practices in consumer groups (generally active experts, partially active experts, passive experts) is based on a qualitative strategy in the form of semi-formalized interviews. Research results, their discussion. The factors of the popularity of the Internet market among students have been determined: activity on the Internet and social networks, attractive prices for goods, an expanded range of goods; it was found that such categories of goods as tickets, music, software, and food delivery are frequently purchased via the Internet; it was revealed that the frequency of online purchases varies from “once every six months” to “once every 1-3 months”, while a purchase does not always accompany a visit to an online store. The survey showed that the most preferable for young people are such services, Internet catalogs, the possibility of placing a preliminary order, booking goods with subsequent self-pickup. Conclusions. The study made it possible to establish a trend towards increasing online purchases among students in the Internet market as a consumer platform with new consumption practices.

Keywords: online market; online trade; online buyers; online consumption strategies; consumer behavior in the online environment; online shopping (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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