turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-4-192-204turan-5003Research ArticleЭКОНОМИКА: ИСТОРИЯ, ТЕОРИЯ, ПРАКТИКАECONOMY: HISTORY, THEORY, PRACTICEВлияние цифровых платформ электронной коммерции на покупательское поведение потребителей: перспективы управления и восприятие услугImpact of digital e-commerce platforms on consumer purchase behavior: management perspectives and service perceptionhttps://orcid.org/0009-0007-9943-144XКулманА. Б.KulmanA. B.

Докторант.

Алматы

PhD student.

Almaty

arailymkulman@gmail.comhttps://orcid.org/0000-0001-8910-6239ЕрмекбаеваД. Д.YermekbayevaD. D.

PhD, aссоциированный профессор.

Алматы

PhD, associate professor.

Almaty

ermekbaevad@mail.ruhttps://orcid.org/0000-0002-4918-4598ЧеликШ.CelikS.

PhD, aссоциированный профессор.

Измир

PhD, associate professor.

Izmir

saban.celik@ikcu.edu.trУниверситет международного бизнеса им. К. СагадиеваКазахстанUniversity of International Business named after K. SagadievKazakhstanАлматинский технологический университетРоссияAlmaty Technological UniversityRussian FederationУниверситет Izmir Katip CelebiТурцияIzmir Katip Celebi UniversityTurkey20251412202504192204Copyright © Кулман А.Б., Ермекбаева Д.Д., Челик Ш., 20252025Кулман А.Б., Ермекбаева Д.Д., Челик Ш.Kulman A.B., Yermekbayeva D.D., Celik S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/5003

Стремительное развитие цифровых торговых платформ радикально изменило поведение потребителей, особенно в сфере туризма и гостиничного бизнеса. Данное исследование посвящено анализу того, как ключевые управленческие аспекты: справедливость цен, онлайн-отзывы и удобство веб-сайта – влияют на намерение бронирования отеля посредством воспринимаемой ценности, доверия к бренду и воспринимаемого риска. Цель работы – построение и эмпирическая проверка структурной модели, отражающей, как качество цифрового сервиса влияет на принятие решений потребителями. Анализ данных 318 пользователей онлайнплатформ бронирования в Казахстане, проведенный с помощью PLS-SEM, подтвердил все выдвинутые гипотезы. Установлено, что справедливая цена усиливает воспринимаемую ценность, достоверные отзывы повышают доверие к бренду, а удобный интерфейс снижает ощущение риска. Результаты исследования обладают как научной значимостью, так и практической ценностью. Теоретически работа расширяет существующие знания, объединяя психологические и функциональные факторы в рамках единой модели цифрового поведения. Практически полученные выводы могут быть использованы для улучшения пользовательского опыта, роста лояльности и повышения эффективности платформ. Работа полезна для разработчиков, маркетологов и менеджеров гостиничного бизнеса, стремящихся к устойчивому успеху в электронной коммерции.

The rapid development of digital e-commerce platforms has fundamentally reshaped consumer purchase behavior, especially in the hospitality and tourism sectors. This study investigates how key managerial aspects, namely price fairness, online reviews, and website usability – influence hotel booking intention through the mediating variables of perceived value, brand trust, and perceived risk. The primary objective is to build and validate a structural model that reflects the influence of digital service quality on consumer decision-making. The analysis of data from 318 users of online booking platforms in Kazakhstan, conducted using PLS-SEM, confirmed all proposed hypotheses. It was established that a fair price enhances perceived value, credible reviews increase brand trust, and a user-friendly interface reduces perceived risk. The results of the study have both theoretical significance and practical value. Theoretically, the research expands existing knowledge by integrating psychological and functional factors within a unified model of digital behavior. Practically, the findings can be applied to improve user experience, increase customer loyalty, and enhance platform effectiveness. This work is valuable for developers, marketers, and hospitality managers striving for sustainable success in e-commerce.

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The authors declare that there are no conflicts of interest present.