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BUSINESS INFORM №10-2014

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39

Section: Information Technologies in the Economy
UDC 338.4:332.05(658:075.8)
Savytska N. L.
Drivers and Barriers to the On-line Retail Development: Theoretical and Methodological Aspect (p. 236 - 241)

The article is aimed at substantiation of theoretical and methodological approach to factoring analysis of the on-line retail development. In the article the framework of concepts of theory of the network economy is clarified, the concepts of e-commerce, etrading, on-line retail are delimited on base of the matrix and the transactional approaches. It is displayed, that on-line retail is an integral part of etrading and e-commerce, with the physical and the digital conducting of transactions, and is represented through the segments of the network economy B2C and C2C. It was determined that the specific of the development of electronic commerce, as well as its retail segment is the exogenous nature of its progress, depending on external forces. For the study of the influence of these forces on the development of the on-line retail the application of the ТЕНІGINST-analysis model was proposed, which is a modified version of the known IGEST-analysis model, involving the following factors of change: technological, economic, infrastructural, socio-cultural, State regulation. The proposed model, as opposed to the known models, was supplemented by two elements: subjective component – the human factor – and the influence on the part of institutions. All model elements are catalysts for changes and cause influence in the context of the contemporary key trend – the globalization, which to them is a trigger for the retail trade development. Application of the ТЕНІGINST-analysis model allowed to designate the basic forces of changes as to the network trading: it is the triad of the economic, technological and human factors, the drivers are the infrastructure and institutional factors, the support factors have the form of State regulation. The results present a methodological framework for future research of the on-line retail development as well as development of e-commerce in general.
Keywords: e-commerce, etrading, on-line retail, retail, development drivers, barriers to development
Fig.: 4. Bibl.: 10.

Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: natalisavitska2010@gmail.com

Article is written in Ukrainan
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Reference to this article:
Savytska, Nataliia L. (2014) “Drivers and Barriers to the On-line Retail Development: Theoretical and Methodological Aspect.” Business Inform 10:236–241.


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