Statistical analysis of consumer preferences in electronic commerce

This article addresses the issues concerning statistical analysis of consumer preferences in e-commerce (on the example of the hotel industry). The author conducted multiple regression analysis to assess the impact of various factors on consumer choice and the internet-sales in the industry. Using value-based marketing approach the article proposes the method for calculating the index of perceived customer value (value maps) in e-commerce. The data array used in an article for the statistical analysis composes of about 1.5 million observations (customer feedback on the quality of hotel services in 13 most popular cities for tourism by Euromonitor International ranking). The most crucial result of studying consumer preferences in e-commerce (on the example of hotel market) appears to confirm the hypothesis that the availability of other customers' evaluations using information technology allows users to more accurately predict the value of these services for themselves rather than by focusing on the other quality signals, such as hotel's star rating and brand (being part of a hotel chain). Therefore, making hotel reservations through the online system will lead to greater customer satisfaction compared with other channels for selling hotel services.

потребительские предпочтения, воспринимаемая потребительская ценность, методы измерения качества продукта, статистический анализ больших данных, электронная коммерция, онлайн-туризм, consumer preferences, perceived customer value, methods of product quality measurement, statistical analysis of large data arrays, electronic commerce (e-commerce), online tourism

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