The Basic Factors Determining Communicative Efficiency of an Online Store

Abstract

The article addresses the problem of the low communicative efficiency of online stores in the Russian market; reveals and classifies the determining factors of the high psychological comfort of the consumer when making an online purchase. Findings: the authors have identified, examined and specificated the basic determinants of the communicative efficiency of the online store. Each determining factor is presented in the form of a model that includes a relevant system of local communicative effects to be controlled by the developer of the online store. An integrated model of a communicatively useful online store has been also developed.