Big Data as a success factor of AliExpress in the Russian market: advantages and opportunities as seen by the eyes of consumers

Переведенное название: Большие данные как фактор успеха компании AliExpress на российском рынке: преимущества и возможности с точки зрения потребителей.

Tatiana Lukicheva, Natalia Semenovich

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференции

Аннотация

The purpose of this article is to identify opportunities of utilizing Big Data to retain and strengthen the market position of an online-retailer operating in the Russian market. AliExpress is used as an example. Key success factors appealing to Russian consumers of AliExpress are determined. Consumer feedback analysis is conducted, evaluating Russian consumers’ satisfaction with goods and services provided by AliExpress. Consumers’ consent to AliExpress using Big Data to enhance their customer experience is analyzed. The effectiveness and relevance of individual (targeted) advertising by the online retailer is evaluated from consumer perspective. Consumer general attitude towards collection and usage of their personal data for advertising purposes is evaluated and extrapolated on to methodology of Big Data collection and analysis. Statistical correlation between relevance of goods and services offered and consumer attitude towards personal data collection. Opportunities to further grow the online retailer’s market share and retain its’ customer base are determined. Recommendations offered on how AliExpress can utilize Big Data to further its operations.
Язык оригиналаанглийский
Название основной публикацииProceedings of the Third International Economic Symposium (IES 2018)
РедакторыVictor Titov
ИздательAtlantis Press
Страницы74-82
ISBN (печатное издание)9789462528475
DOI
СостояниеОпубликовано - 2019
СобытиеThird International Economic Symposium (IES 2018) - СПбГУ, Сантк-Петербург, Российская Федерация
Продолжительность: 19 апр 201821 апр 2018
https://download.atlantis-press.com/proceedings/ies-18

Серия публикаций

НазваниеAdvances in Economics, Business and Management Research
Том104
ISSN (печатное издание)2352-5428

Конференция

КонференцияThird International Economic Symposium (IES 2018)
СтранаРоссийская Федерация
ГородСантк-Петербург
Период19/04/1821/04/18
Адрес в сети Интернет

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Предметные области Scopus

  • Бизнес, управление и бухгалтерский учет (все)

Ключевые слова

  • Большие данные, электронная коммерция, онлайн-торговля, проведение потребителей

Цитировать

Lukicheva, T., & Semenovich , N. (2019). Big Data as a success factor of AliExpress in the Russian market: advantages and opportunities as seen by the eyes of consumers. В V. Titov (Ред.), Proceedings of the Third International Economic Symposium (IES 2018) (стр. 74-82). [009] (Advances in Economics, Business and Management Research; Том 104). Atlantis Press. https://doi.org/10.2991/ies-18.2019.9