PARASITISM IN E-COMMERCE: EMPIRICAL ANALYSIS

Abstract

The article deals with the phenomenon of parasitism, which is a consumer’s purchase of a product after checking its consumer qualities in a traditional store. This phenomenon has two types: inter-company and intra-company parasitism. To get more detailed information about the phenomenon of parasitism e-commerce, the authors conducted an interview that clearly demonstrates the behavior of consumers when buying goods on the Internet. Recommendations which help to minimize the negative impact of this phenomenon were formulated in conclusion. Purpose: identify the existence of the phenomenon of parasitism in e-commerce and suggest possible ways to reject it. Methodology: the questioning method, the method of formalization, analysis and synthesis, method of description. Results: the existence of the phenomenon of parasitism in e-commerce is substantiated and recommendations to reduce its negative effect were formulated. Practical implications: the obtained results should be used by managers of retail enterprises to improve their efficiency by minimizing the negative impact of the phenomenon of parasitism in e-commerce.

Keywords

• интернет-магазин
• традиционный магазин
• торговля
• интегрированный канал сбыта
• паразитирование
• поведение потребителей
• интернет-торговля