Transformation of Consumer Behavior Motives in the Russian E-commerce Market under the Dominance of Marketplaces

The subject of this research is the transformation process of key motives determining consumer behavior in the Russian e-commerce market within the context of the established dominant role of marketplaces. The study examines the shift in users’ motivational structure from relatively simple models (e.g., searching for a low price or a specific item) to a complex system of drivers shaped by the very architecture of digital platforms. Specifically, the subject encompasses the analysis of the influence of factors such as platformisation and the development of ecosystem services (delivery, finance, media) on changes in the significance and interrelation of traditional motives: price-related, service-logistical (convenience, speed), trust-based (towards the seller or brand), and socio-psychological (status, self-identification). A separate aspect is the investigation of the heterogeneity of this transformation—differences in motivation across age, income, and behavioral segments of consumers—as well as the role of algorithmic personalization, loyalty programs, and user-generated content in shaping new behavioral patterns, such as “promotional expertise” and the redistribution of institutional trust from individual sellers to the platform as a guarantor. The aim of the work is to identify key changes in the motivational structure of marketplace users and to assess their implications for the strategies of market participants and regulators. The methodological foundation constitutes a mixed-methods approach, combining a large-scale online survey of marketplace users, analysis of industry statistics, content analysis of user reviews, and a series of in-depth interviews. The main findings of the study include the identification of an increasing complexity in consumers’ motivational structure and the isolation of motives specific to the platform economy: orientation towards ecosystem-based services, institutional trust in the platform, and “promotional expertise” as a strategy for optimising overall benefit. The author’s particular contribution to the research topic lies in refining the content of classical motives (price, service, socio-psychological) in relation to marketplaces and demonstrating their heterogeneity among different age, income, and behavioral user groups. The novelty of the research consists in conceptualising marketplaces as an institution that not only satisfies existing needs but also generates new motives through interface architecture, algorithmic logic, and ecosystem effects. This provides a basis for practical recommendations concerning audience segmentation, platform positioning, and the development of regulatory policy.