ISSN (print) - 0131-7652

ISSN (online) - 2686-7605

Vol. 48 No. 12 (2018)
COVER STORY: UBIQUITOUS DIGIT

E-Commerce: How Investments in Big Data Correlates to Customers’ Perception of Value

PDF (Русский)
  • T. Lukicheva,
  • T. Semenovich
T. Lukicheva
St. Petersburg State University
Bio
T. Semenovich
St. Petersburg State University
DOI: https://doi.org/10.30680/ECO0131-7652-2018-12-40-57

Published 2018-12-03

Keywords

  • Big Data,
  • Smart Data,
  • e-commerce,
  • investment,
  • innovation,
  • online marketing,
  • consumer behavior
    • ...More
    Less

How to Cite

1.
Lukicheva Т, Semenovich Н. E-Commerce: How Investments in Big Data Correlates to Customers’ Perception of Value. ECO [Internet]. 2018 Dec. 3 [cited 2025 May 25];48(12):40-57. Available from: https://ecotrends.ru/index.php/eco/article/view/1714

Abstract

The purpose of this article is to determine the efficiency of investments in Big Data, conducted by Amazon, Alibaba Group and eBay – three global leaders of e-commerce based on dynamics of their main economic indicators and consumers’ feedback analysis. The authors analyzed the investments in research and development as well as the latest projects related to Big Data. They are mapped to the value that consumers of these companies receive as a result of utilizing Big Data. Consumers’ consent to the companies using Big Data to enhance their customer experience is analyzed. Authors allocated the following as value parameters: relevance of individual (target) advertising, special offers and actions, transitions to sites of e-platforms. The correlation between consumers’ attitude to the use of their personal data through utilization of Big data and the quality of individual offers of the goods they receive from sellers are investigated and evaluated. Recommendations offered on how online retailers can utilize Big Data investments to further its operations.
PDF (Русский)

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