Consumer Experience in Russian E-Commerce Market: Testing the Customer Journey Model

The internet-retailing market is rapidly developing in the recent years, with an increasing number of consumers making online purchases. Growing market competition brings about greater variety of products and brands, growing purchasing power and the possibility to switch to competitors' products in the internet. All these make the research on a consumer journey in the internet-retailing market relevant. This article presents the study of a consumer journey in the Russia's internet-retailing market. The results of the empirical research are based on the responses of 2567 consumers. To analyze the consumer journey, we use several quantitative methods: descriptive statistics, analysis of variance and Tukey's a posteriori multiple comparison test. In the course of the analysis, we describe four stages of consumer journey, as well as the main factors of loyalty formation. We identify groups of consumers that differ in their intention for future purchases and loyalty level based on the analysis of purchases' frequency. The findings may be useful for further research on a consumer journey in the Russian internet-retailing market.