Desarrollo de Servicios de Suscripción de Usuarios en Comercio Electrónico: Efectos en el Comportamiento del Consumidor

Irina  Gladilina; Gennady Degtev; Evgeniy Kochetkov; Elena Tretyak; Diana Stepanova; Lyailya Mutaliyeva

doi:10.5377/reice.v10i20.16026

Autores/as

Irina Gladilina Moscow Metropolitan Governance University, Russia https://orcid.org/0000-0002-8076-5518
Gennady Degtev Moscow Metropolitan Governance University, Russia https://orcid.org/0000-0003-1713-098X
Evgeniy Kochetkov Financial University under the Government of the Russian Federation, Russia https://orcid.org/0000-0002-1136-6804
Elena Tretyak Moscow Polytechnic University, Russia https://orcid.org/0000-0003-4383-4630
Diana Stepanova Plekhanov Russian University of Economics, Russia https://orcid.org/0000-0001-5981-6889
Lyailya Mutaliyeva L.N.Gumilyov Eurasian National University, Kazakhstan https://orcid.org/0000-0002-9681-1515

DOI:

https://doi.org/10.5377/reice.v10i20.16026

Palabras clave:

Suscripción Multiservicio, Servicios, Comercio, Ecosistema Digital

Resumen

La tendencia de satisfacer las necesidades de los consumidores (pago por comunicaciones móviles, servicios de música, pedido de taxis, productos bancarios y entrega de alimentos) en una plataforma en línea unificada ha dado forma a un ecosistema digital, un instrumento que crea un espacio unificado de interacción económica. Los representantes del comercio electrónico son los principales interesados en el desarrollo de este tipo de herramientas. En particular, los servicios de suscripción (suscripciones multiservicio) permiten a los usuarios crear sus propios ecosistemas en función de sus preferencias personales. La tasa de uso del servicio de suscripción está creciendo en todo el mundo, pero la comprensión de las peculiaridades del desarrollo de esta esfera de comercio electrónico es limitada debido a una investigación insuficiente. El estudio tiene como objetivo determinar los motivos y las barreras para el uso de los servicios de suscripción (suscripciones multiservicio) por parte de los consumidores y su relación con las características del consumidor. A partir de una encuesta en línea de 200 usuarios, el estudio determina la relación entre el género y los ingresos de los consumidores y su uso de los servicios de suscripción, motivos y motivadores para usar los servicios de suscripción y las barreras para elegir un servicio de suscripción en particular. Los resultados obtenidos pueden servir como base para decisiones gerenciales en comercio electrónico y para mejorar la efectividad de las soluciones de marketing.

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Desarrollo de Servicios de Suscripción de Usuarios en Comercio Electrónico: Efectos en el Comportamiento del Consumidor

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