ТЕОРЕТИЧНЕ ОБҐРУНТУВАННЯ СУТНОСТІ ЕЛЕКТРОННОЇ КОМЕРЦІЇ

Abstract

Today, commerce is undergoing radical changes as a result of active introduction of new digital technologies that have changed the basic principles of the above field over the past ten year of the whole field of trade, which is developing very rapidly around the world.Thisdeterminestherelevanceofresearchtodeepentheoreticalandmethodologicalprovisionsof its development.Within the article, the issue of defining the essence of the category "e-commerce" is considered. It is noted that active development of this type of commerce in the world actualizes this area of research and determines the importance of deepening theoretical and methodological provisions of e-commerce, the formation of appropriate institutional support to intensify its further functioning. In the article, based on the application of the method of the content analysis, concepts of the essence consideration of "e-commerce" available in the scientific literature are singled out and analyzed. The presence of a significant number of such approaches has been established, which has determined the need to systematize them in separate areas. Thus, five holistic, generalized groups of conceptshave been identified for scientists to interpret the essence of e-commerce, namely: functional, interactive, structural, component and static. Within the article, the essence of each of the concepts is analyzed, and its own understanding of the content ofthe category "e-commerce" is offered: е-commerceisaseparatetypeofe-business, theessenceofwhichistheformationanddevelopmentofeconomicrelationsbetweeneconomicagentsintheprocessofselling, purchasing goods and service sonthe Internet, theuse of digital marketing technologies for their sale, electronic systems to pay for their value in order to meet the demand for these goods and services and to make profit