vestreaВестник Российского экономического университета имени Г. В. ПлехановаVestnik of the Plekhanov Russian University of Economics2413-28292587-9251Plekhanov Russian University of Economics10.21686/2413-2829-2025-5-277-286vestrea-2554Research ArticleМАРКЕТИНГ,ЛОГИСТИКА, СФЕРА УСЛУГMARKETING, LOGISTICS, SERVICE SECTORРоль индивидуальных характеристик в формировании покупательского поведения на торговых онлайн-платформахThe Role of Individual Characteristics in Shaping Customer Behavior on On-Line Trade Platformshttps://orcid.org/0009-0008-5630-2741СтрельченкоС. Я. А.StrelchenkoStiven Yan Alvarado

Стивен Ян Альварадо Стрельченко, аспирант кафедры микро и макроэкономического анализа 

119991, Москва, Ленинские горы, д. 1, стр. 51.

Stiven Yan Alvarado Strelchenko, Post-Graduate Student of the Department of Micro- and Macroeconomic Analysis 

building 51, 1 Leninskie Gory, Moscow, 119991

st.alvarado411@gmail.comМосковский государственный университет имени М. В. ЛомоносоваРоссияLomonosov Moscow State UniversityRussian Federation20250412202506277286Copyright © Стрельченко С., 20252025Стрельченко С.Strelchenko S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vest.rea.ru/jour/article/view/2554

В статье исследуется влияние индивидуальных характеристик на покупательский выбор в рамках торговли на онлайн-платформах. Путем моделирования логистической регрессии изучается влияние на вероятность совершения покупок таких факторов, как возраст, уровень образования, удовлетворенность жизнью, наличие технических навыков, а также других личных характеристик. Анализ показал, что ключевыми детерминантами покупательского поведения являются уровень технических навыков и образование, в то время как остальные переменные оказывают менее значимое влияние. Результаты исследования предоставляют основу для персонализации маркетинговых стратегий и разработки программ продвижения товаров на онлайн-платформах.

The article studies the impact of individual characteristics on customer choice within the frames of trade on on-line platforms. By modeling logistic regression it is possible to study the impact on probability of making purchases of such factors as age, level of education, satisfaction with life, technical skills and other private characteristics. The analysis showed that key determinants of customer behavior include the level of technical skills and education, while others variables render much lower influence. Research findings can provide foundation for personalization of marketing strategies and development of programs for goods promotion on on-line platforms.

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The authors declare that there are no conflicts of interest present.