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Корпоративный веб-сайт как стратегический ресурс российских и европейских компаний
https://doi.org/10.32609/0042-8736-2023-1-145-158
Аннотация
Рассматриваются механизмы извлечения компаниями дополнительных конкурентных преимуществ при использовании корпоративного веб-сайта. Выявлена связь между его метриками и финансовыми результатами компаний на выборке из 1240 европейских и 1056 российских компаний. Исследование проведено в два этапа: 1) применение метода главных компонент для концептуализации метрик веб-сайтов и 2) оценивание регрессионной модели с фиктивной переменной для изучения связи между характеристиками корпоративных веб-сайтов и финансовыми результатами компаний. Метод главных компонент выявил две компоненты, которые содержательно отражают видимость и надежность веб-сайтов. Регрессионный анализ показал значимую связь между данными характеристиками и выручкой компаний. Для российских компаний наибольший и положительный эффект имеет видимость веб-сайта компании, а для европейских — его надежность.
При поддержке: Исследование осуществлено в рамках Программы фундаментальных исследований НИУ ВШЭ.
Об авторе
С. Н. Паклина
Национальный исследовательский университет "Высшая школа экономики"
Россия
Россия
Паклина София Николаевна, м. н. с. Международной лаборатории экономики нематериальных активов
Пермь
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Для цитирования:
Паклина С.Н. Корпоративный веб-сайт как стратегический ресурс российских и европейских компаний. Вопросы экономики. 2023;(2):145-159. https://doi.org/10.32609/0042-8736-2023-1-145-158
For citation:
Paklina S.N. Corporate website as a strategic resource: Comparative analysis of Russian and European companies. Voprosy Ekonomiki. 2023;(2):145-159. (In Russ.) https://doi.org/10.32609/0042-8736-2023-1-145-158
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