The Role of Individual Characteristics in Shaping Customer Behavior on On-Line Trade Platforms
https://doi.org/10.21686/2413-2829-2025-5-277-286
Abstract
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.
About the Author
Stiven Yan Alvarado Strelchenko
Lomonosov Moscow State University
Россия
Россия
Stiven Yan Alvarado Strelchenko, Post-Graduate Student of the Department of Micro- and Macroeconomic Analysis
building 51, 1 Leninskie Gory, Moscow, 119991
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Review
For citations:
Strelchenko S. The Role of Individual Characteristics in Shaping Customer Behavior on On-Line Trade Platforms. Vestnik of the Plekhanov Russian University of Economics. 2025;(6):277-286. (In Russ.) https://doi.org/10.21686/2413-2829-2025-5-277-286
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