Key factors affecting purchase intention in Russian online context

Russian e-commerce has drawn a lot of attention in academic publications as well as in public media lately. The market is growing with a speed of rocket offering companies enormous business opportunities. However, combination of Russian culture, consumer online purchasing and decision-making process forms a subject yet completely unknown. From international online business perspective it is vital for companies to know how a culture affects consumer’s purchase decision and what are the key elements that need to be modified in order to successfully expand online operations to Russian market. Here, the main purpose is to define the key factors affecting Russian consumer’s online purchase intention. In order to answer the main research question, firstly the role of culture in purchase intention context is researched. Secondly, focus is drawn to the factors that affect online purchase intention. Lastly, it is researched how Russian culture is affecting e-commerce attributes modification. The objective is not only to expand the theoretical understanding of the subject but also to provide companies with a clear vision on how the online operations should be conducted in Russian online market. Ranganathan’s and Jha’s conceptual framework was chosen as a ground theory in this study. Here, three main categories Computer Self-Efficacy and Past Online Experience, Website Quality and Costumer Concerns form basis for the study. Various articles and academic literature supplemented this theoretical approach. Qualitative research method was adapted and the study was conducted through five expert interviews. As a conclusion it can be stated that culture forms a ground for entire purchase decision-making process in online context. Results from the interviews were grouped according to main three theoretic categories and placed with Ranganathan’s and Jha’s original framework. This formed a new theoretical framework that defines diverse factors affecting specifically Russian consumer’s online purchase intention. This study suggests that following factors need to be taking into serious consideration in Russian online context: photography style, detailed product and company information, colors, language, product variety, reviews, recommendations, strong social media presence, fast check out and minimalistic order information, counterfeit fear, cash on delivery payment, training and guidance, extensive customer service, consumers’ insecurity, inexperience, high interest for technology and their individualistic personality.

The Cat Who Walks Through Years: Chris Claremont's X-Men as Kitty Pryde's bildungsroman

This dissertation examines the fictional character Kitty Pryde from the X-Men comic book series during the tenure of writer Chris Claremont. Claremont's work on the character primarily involves the years 1980-1990, though a return to writing the character in the 2000s is also discussed when relevant. The thesis question revolves around the definition of the bildungsroman genre and whether Claremont's narrative arc for Kitty Pryde's character fulfills that definition. Jerome Hamilton Buckley's 1974 book Season of Youth: The Bildungsroman from Dickens to Golding is used as the primary authority for the bildungsroman genre, and more specifically a list of nine criteria that Buckley deems particularly key to the definition of the genre. Each of the nine criteria is looked at in depth, demonstrating where and how they can be found in the narrative, if at all. However, because Buckley's perspective and criteria come from a time of less diversity, examination from a feminist and minority perspective is also added with ideas from Rita Felski and Stella Bolaki. Combining Buckley's initial list of nine criteria with more modern criticism, these ideas are then used to analyze Kitty Pryde's narrative arc and to determine whether it can be seen as a bildungsroman. The findings support reading Claremont's narrative arc of the Kitty Pryde character as a bildungsroman. Three of Buckley's nine key themes are identified as particularly prevalent in the narrative: the search for a vocation, ordeal by love, and the conflict of generations. Three more key themes are found to be less prevalent but still clearly present: the search for a working philosophy, the larger society, and alienation. Because Buckley's definition for the bildungsroman genre requires the presence of six of his nine key themes, the presence of the aforementioned six thus validate the reading of the narrative as a bildungsroman. The text also provides some suggestions for finding the three least applicable key themes within the narrative, but because their presence is not necessary to fulfill the definition of the bildungsroman, they are not rigorously examined. In addition to fulfilling Buckley's key themes, the paper also discusses the more modern minority-oriented views. It is shown how the narrative can be read in terms of a journey to diverge from norms, as per Felski's ideas of the unique qualities of the specifically female bildungsroman. As Kitty Pryde's narrative can be shown to conform to the bildungsroman ideas of both Buckley and Felski, the thesis question is thus answered positively: Chris Claremont's X-Men can indeed be read as Kitty Pryde's bildungsroman.