RESEARCH ON RELATIONSHIP BETWEEN FACTORS AFFECTING THE BUYER'S DECISION-MAKING PROCESS IN E-COMMERCE AND CREATION OF THE MODEL TO STORE STATISTICAL DATA

Abstract

The study is devoted to the actual problem of the influence of internal and external factors on decision-making by users in online stores. The subject matter of the study is the process of decision-making by the buyer in an online store. It has been found that the decision-making process for purchasing products or services online is complex and is influenced by several factors: product brand image, expected product quality, price and risks, availability of positive feedback from other users. The goal of the work: to find out whether the communication process and marketing strategies for an online store should differ from the strategies of a physical store in order to influence the decisions of consumers buying goods and services online. Tasks: to analyze and consider the factors influencing the buyer's decision in the online store. Investigate existing relationships between these factors. Methods used in the work: methods of gathering facts, system analysis and empirical methods. The following results were obtained: it was determined that understanding the influencing factors also helps the owners of online stores to better analyze the buying behavior of consumers and increase the level of customer satisfaction. The bottom line is that management should focus their resources on developing the online store, improving the website, and developing various marketing strategies for the online environment. It was found that socio-personal factors: age, gender, previous experience, seasonality and expected quality and price are the main determinants of buyers' desires and behavior, and therefore they should be taken into account when building a trading strategy in the e-commerce industry. Results: based on the results of the evaluation of the influence of factors on buyers in online stores, it is proven that the current trends in the influence of situational personal, psychological and social factors provoke an increase in the profits of enterprises that, when building a development strategy in the field of e-commerce, take into account the interrelated factors of influence on the adoption process by the user of the purchase decision.

Keywords: factors influencing online shopping; social and personal factors; electronic commerce; Internet store.