Methodics of research of consumers psychographic characteristics in the Internet

摘要

Authors in the paper consider such definitions as a psychography, psychographic characteristics and their correlation in classical and digital marketing. The role of psychographic characteristics in human behavior in the process of goods search and ordering in a virtual environment is defined. The authors studied the potential of social networks as the main channel for obtaining information about Internet users in conditions of limited resources. The paper analyzes the possible adaptation of the social network participant profile's, as the main channel of psychographic data on consumers, which are registered in them. The authors proposed a mechanism for interaction between the websites of companies (online stores that have a personal account of the buyer) and social networks. It based on the integration of personal data containing psychographic characteristics obtained from users. The authors conducted a quantitative research of consumer opinion, reflecting the degree of reliability of the completed questionnaire data by users of social networks in terms of psychographic characteristics. The readiness of users to fill reliably data about themselves in a social network profile that form a user's psychographic data is estimated. The degree of readiness of consumers for cooperation with Online-retailers under conditions of limited resources is studied. The paper studied the readiness of consumers with a profile in social networks, to cooperate with Online-retailers according to the mechanism of interaction proposed by the authors.