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Background: The increasing penetration of smartphones and the Internet in developing countries caused the rise of e-retail. Conversational commerce is highly increasing via interaction through messengers. To extract the benefits of both trends, companies have adopted messenger chatbots. These chatbots use Artificial intelligence and natural language processing to give live responses to the customer and assist online shopping on the messenger interface. This research aims to discover the factors that affect the use of messenger chatbots and their influence on attitude and behavior intention. Methods: The research methodology includes the Technology Acceptance Model (TAM) with the variables of perceived usefulness, perceived ease of use, consumer trust, and anthropomorphism. The authors used an online survey for collecting the responses from 192 respondents and analyzed structural equation modelling. Results: Customer trust has shown the most decisive influence on customer attitude followed by Perceived Usefulness, Perceived Ease of Use. Also, the use of chatbots to make online shopping faster significantly affects the use of messenger chatbots for online shopping in the future. The authors explore various factors resulting in consumers’ favor of accepting chatbots as an interface for m-commerce. Conclusions: The findings indicate that organizations should design strategies to improve interaction with the customer by developing messenger chatbots for more trusting conversations. Further research could include a theoretical digital marketing approach to conversational commerce based on anthropomorphic digital technologies.

Nowadays consumers have become intelligent and changed the traditional way of the decision making process. Social networks have become more powerful: the consumer trusts reviews and peers’ opinions more advertising. The current study is focused on clarifying the changes in the model of consumer behavior when shopping online. The research methodology is based on one the Engel, Blackwell and Miniard (EBM) model of consumer behaviour in the view of global digitalization of the economy. The study used data from statistical, information and research agencies and other researchers carried out in India and Russia comparatively. The study presents the current trends of on-line purchasing and the key factors that affect the decision making process. It was discovered that in India young shoppers are more active online shoppers than the olders. They are mostly driven by affordable prices and discounts. Older shoppers’ alike, consider significant factors like convenience and product quality as vital reasons while shopping online. In Russia among the important parameters of choice, consumers noted a detailed product description available on the web site, the security of online payments, the presence of several payment methods and the fast delivery of goods. The independent reviews of other peers are the source of trust. Considering the global trends it was concluded that the strategic vector of trade development should be connected with omnichannel business models. Joint solutions in the field of payment, delivery and support of online purchases (including smart voice assist systems, chatbots and smart devices) only strengthen consumer loyalty to retailers.

Background: The purpose of this work is to study the prospects of using charity lotteries as a marketing tool for involving consumers and employees in charitable activities. Methods: The research methodology is based on the principles of the theory of planned behavior by Ajzen. Results: The study confirmed that behavioral intention is correlated with actual behavior. Subjective norms factors have the most significant influence on behavioral intention. Conclusions: Correlation analysis allowed us to establish a weak effect of socio-demographic characteristics (Age, Gender, Capital Status, Ownership of Home, Educational Qualification, Employment, Annual Income) on behavior. The experience of participating in the lottery in the past also turned out to be insignificant. There is reason to believe that Russian consumers' decision to participate in the charity lottery is impulsive or due to pressure from their surroundings.

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