E-COMMERCE AS A FACTOR OF INNOVATIVE DEVELOPMENT OF ENTERPRISES
Keywords:e-commerce, network economics, Internet commerce, online and offline markets, dynamic personalized matrix
Introduction. Nowadays information and communication technologies delved into almost all spheres of human life, and this has also affected the economic sphere. Internet has opened up new opportunities for various financial transactions and commodity circulation, moreover, network technologies are gradually replacing and becoming dominant forms of relationships in society.
Hypothesis of scientific research. Fast development of the entire spectrum of communication services will help to realize the potential of Ukraine in the field of e-commerce and increase the competitiveness of Ukrainian business.
Aim of this research is the search of the most effective tools and forms of usability of e-commerce as a factor of enterprise innovation development.Methods of investigation:theoretical generalization – to clarify the conceptual apparatus of e-commerce; statistical and comparative analysis – to evaluate the state of activity of enterprises in the online and offline markets; expert assessments – to process the opinions of experts and to build a dynamic personalized matrix of positioning ranking places of Ukrainian regions by purchasing online activity of population.
Results of research. The classification of e-commerce models by four features has been improved; a dynamic personalized ranking matrix of ranking places of Ukrainian regions by purchasing online activity of the population is proposed and constructed.
Conclusions: the formed matrix of assessment of the level of e-commerce development of individual entities allows us to choose one or another form of online business, depending on the goals that are set for them and the ways to achieve these goals; optimize the range of products sold through the Network, increase sales in the regions, which will allow the entrepreneur to choose the most relevant e-commerce destinations for themselves or for their existing projects.