ЕВРИСТИКА ЯК ІНСТРУМЕНТ ДОСЛІДЖЕННЯ ІННОВАЦІЙНИХ РІШЕНЬ У СФЕРІ ЦИФРОВОЇ ТОРГІВЛІ
Анотація
Статтю присвячено дослідженню сутності та можливостей застосування евристики як інструменту пошуку й обґрунтування інноваційних рішень у сфері цифрової торгівлі. Увагу зосереджено на зв’язку швидких правил вибору з платформними алгоритмами. Розкрито значення евристик для аналізу пошуку, рекомендацій, реклами та персоналізації. Показано, що цифрова торгівля перетворює поведінкові сигнали на ресурс інновацій. Підприємства платформи використовують ці сигнали для зміни інтерфейсів, платежів і логістики. Запропоновано індикатори платформної монетизації та евристично-інноваційного профілю підприємства. Емпіричну основу становлять відкриті дані Amazon, Shopify, eBay, Etsy, Alibaba та MercadoLibre. Порівняно GMV, виторг, рекламні доходи, активних покупців, підписки та цифрові сервіси. Результати підтверджують, що інновації цифрової торгівлі пов’язані з архітектурою вибору. Особливе значення мають соціальний доказ, якорування, доступність, дефіцит і персональна релевантність.
Посилання
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Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, no.47(2), pp.263–291. DOI: https://doi.org/10.2307/1914185
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, no.4(3), pp.199–214. DOI: https://doi.org/10.1287/mksc.4.3.199
Kahneman, D., Knetsch, J. L., & Thaler, R. H. (1991). Anomalies: The endowment effect, loss aversion, and status quo bias. Journal of Economic Perspectives, no.5(1), pp.193–206. DOI: https://doi.org/10.1257/jep.5.1.193
Gigerenzer, G., & Gaissmaier, W. (2011). Heuristic decision making. Annual Review of Psychology, no.62, pp.451–482. DOI: https://doi.org/10.1146/annurev-psych-120709-145346
Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The adaptive decision maker. Cambridge University Press. DOI: https://doi.org/10.1017/CBO9781139173933
Cialdini, R. B. (2009). Influence: Science and practice. Pearson Education. Available at: https://www.pearson.com/en-us/subject-catalog/p/influence-science-and-practice/P200000003282 (accessed July 24, 2026)
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press. Available at: https://yalebooks.yale.edu/book/9780300122237/nudge/ (accessed July 22, 2026)
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Simonson, I. (1989). Choice based on reasons: The case of attraction and compromise effects. Journal of Consumer Research, no.16(2), pp.158–174. DOI: https://doi.org/10.1086/209205
Huber, J., Payne, J. W., & Puto, C. (1982). Adding asymmetrically dominated alternatives. Journal of Consumer Research, no.9(1), pp.90–98. DOI: https://doi.org/10.1086/208899
Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating. Journal of Personality and Social Psychology, no.79(6), pp.995–1006. DOI: https://doi.org/10.1037/0022-3514.79.6.995
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Camerer, C. F. (2003). Behavioral game theory: Experiments in strategic interaction. Princeton University Press. Available at: https://press.princeton.edu/books/paperback/9780691090399/behavioral-game-theory (accessed July 24, 2026)
DellaVigna, S. (2009). Psychology and economics: Evidence from the field. Journal of Economic Literature, no.47(2), pp.315–372. DOI: https://doi.org/10.1257/jel.47.2.315
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, no.93(1), pp.1–6. DOI: https://doi.org/10.1016/j.jretai.2016.12.008
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing. Journal of Retailing, no.91(2), pp.174–181. DOI: https://doi.org/10.1016/j.jretai.2015.02.005
Brynjolfsson, E., Hu, Y., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, no.54(4), pp.23–29. Available at: https://sloanreview.mit.edu/article/competing-in-the-age-of-omnichannel-retailing/ (accessed July 28, 2026)
Athey, S., & Imbens, G. W. (2019). Machine learning methods that economists should know about. Annual Review of Economics, no.11, pp.685–725. DOI: https://doi.org/10.1146/annurev-economics-080217-053433
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, no.37(1), pp.60–71. DOI: https://doi.org/10.1509/jmkr.37.1.60.18718
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Dash, A., Chakraborty, A., Ghosh, S., Mukherjee, A., & Gummadi, K. P. (2024). Investigating nudges toward related sellers on e-commerce marketplaces: A case study on Amazon. arXiv. DOI: https://arxiv.org/abs/2407.01732
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MercadoLibre, Inc. (2025). Mercado Libre delivers stellar Q4 2024 with net revenue of $6.1 billion and net income of $639 million. GlobeNewswire. Available at: https://www.nasdaq.com/press-release/mercado-libre-delivers-stellar-q4-2024-net-revenue-61-billion-and-net-income-639
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