Consumer Loyalty Factors in the Russian E-Commerce Market

Abstract

The e-commerce market has been developing rapidly in recent years. The number of consumers making online purchases is increasing. In conditions of increasing competition in the market, a large selection of products and brands, increasing consumer power and ability to switch to competitor’s products through the internet, research on consumer loyalty factors in e-commerce market becomes relevant. This paper is devoted to the study of consumer loyalty factors in the Russian e-commerce market. The findings are based on the results of an empirical research implemented in the form of an online survey of 601 consumers in the Russian e-commerce market. The main attributes and factors of consumer loyalty are highlighted in the study. As a result of factor analysis, 9 factors are identified. Based on the results of factor analysis three clusters of customers are defined. The paper contributes to studies on customer loyalty factors in Russian e-commerce market and may be used as a base for future research.