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What determines the differentiation in the e-commerce adoption by consumers: evidence from Russia

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Listed:
  • Inna Lola

    (HSE University)

  • Murat Bakeev

    (HSE University)

Abstract

The paper discusses interregional differentiation in the distribution of electronic purchases among the population in Russia. The empirical base of the study is open regional data collected by statistical agencies and authorized government agencies, which were studied using panel regression methods. The aim of the work is to find out what factors are primarily responsible for the interregional spread in the level of online channel use in consumer retail purchases. The study focuses on regional drivers and barriers for the spread of e-commerce. The results show that shares of users of stationary computers and smartphones, as well as gross regional product per capita are the main positive factors, and lack of trust in e-commerce channels is the main obstacle, whereas Internet infrastructure, age structure, educational level, urbanization, aggregated regional preferences for personal purchases and physical availability of retail trade outlets were found to be irrelevant.

Suggested Citation

  • Inna Lola & Murat Bakeev, 2023. "What determines the differentiation in the e-commerce adoption by consumers: evidence from Russia," Electronic Commerce Research, Springer, vol. 23(2), pages 1143-1159, June.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09507-7
    DOI: 10.1007/s10660-021-09507-7
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    References listed on IDEAS

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    1. Paul Freathy & Eric Calderwood, 2016. "Coping with Change: The Implications of e-Commerce Adoption for Island Consumers," Regional Studies, Taylor & Francis Journals, vol. 50(5), pages 894-908, May.
    2. William Wresch & Simon Fraser, 2011. "Persistent Barriers to E-commerce in Developing Countries: A Longitudinal Study of Efforts by Caribbean Companies," Journal of Global Information Management (JGIM), IGI Global, vol. 19(3), pages 30-44, July.
    3. Ashraf, Abdul R. & Razzaque, Mohammed A. & Thongpapanl, Narongsak (Tek), 2016. "The role of customer regulatory orientation and fit in online shopping across cultural contexts," Journal of Business Research, Elsevier, vol. 69(12), pages 6040-6047.
    4. Hallikainen, Heli & Laukkanen, Tommi, 2018. "National culture and consumer trust in e-commerce," International Journal of Information Management, Elsevier, vol. 38(1), pages 97-106.
    5. Alexander Y. Yap & Jayoti Das & John Burbridge & Kathryn Cort, 2006. "A Composite-Model for E-Commerce Diffusion: Integrating Cultural and Socio-Economic Dimensions to the Dynamics of Diffusion," Journal of Global Information Management (JGIM), IGI Global, vol. 14(3), pages 17-38, July.
    6. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
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    Cited by:

    1. Roberto Bruni & Annarita Colamatteo & Dušan Mladenović, 2024. "How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities," Electronic Commerce Research, Springer, vol. 24(2), pages 965-982, June.

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