Russian Journal of Innovation Economics Russian Journal of Innovation Economics Вопросы инновационной экономики 2222-0372 BIBLIO-GLOBUS Publishing House 119532 10.18334/vinec.13.4.119532 VVYBZN Articles Статьи Research Article Informal institutional environment in the development of sharing economy platforms Неформальная институциональная среда в развитии платформ шеринг-экономики Veretennikova Anna Yuryevna Веретенникова Анна Юрьевна

Старший научный сотрудник

 vay_uiec@mail.ru Kozinskaya Kseniya Mikhaylovna Козинская Ксения Михайловна

исследователь

 ksush1@yandex.ru Institute of Economics of the Ural branch of the Russian Academy of Sciences Институт экономики Уральского отделения Российской академии наук 24 12 2023 13 4 VOL 13, NO4 (2023) ТОМ 13, №4 (2023) 2247 2268 19 10 2023 23 10 2023 Copyright ©; 2023, Veretennikova A.Yu., Kozinskaya K.M. Copyright ©; 2023, Веретенникова А.Ю., Козинская К.М. 2023 Veretennikova A.Yu., Kozinskaya K.M. Веретенникова А.Ю., Козинская К.М. https://1economic.ru/lib/119532

The development of digital technology contributes to the increasingly rapid integration of sharing economy platforms into current socio-economic and organizational relations, significantly transforming the nature of their implementation. At the same time, the role of trust, cultural characteristics, mentality, and attitude to solving certain problems in the development of the sharing economy is discussed very briefly in the scientific literature. In this regard, the purpose of this study is to identify the characteristics of the influence of the informal institutional environment on the development of the sharing economy. The article presents an approach to assessing the sharing economy based on platform traffic analysis using the Semrush analytical service. Hypotheses about the influence of trust in society, trust in business, the level of individualism, and uncertainty avoidance on the development of the sharing economy are formulated and tested. The study used the method of data standardization, correlation, and regression analysis. It is shown that the most significant factor is the level of individualism, as well as the general level of socio-economic development of the country. The theoretical significance of the results obtained lies in identifying the characteristics of the influence of the informal institutional environment on the development of sharing economies. The practical significance lies in the possibility of using the obtained data to determine trends in the development of the sharing economy.

Развитие цифровых технологий способствует все более быстрому встраиванию платформ шеринг-экономики в текущие социально-экономические и организационные отношения, существенно трансформируя характер их реализации. Вместе с тем, роль доверия, культурных особенностей, ментальности, отношения к решению тех или иных задач при развитии шеринг-экономики в научной литературе раскрыта крайне кратко. В связи с этим, целью данного исследования является выявление особенностей влияния неформальной институциональной среды на развитие шеринг-экономики. В статье представлен подход к оценке шеринг-экономики на базе анализа трафика платформ при использовании аналитического сервиса Semrush. Сформулированы и проверены гипотезы о влиянии доверия в обществе, доверия к бизнесу, уровня индивидуализма, избегания неопределенности на развитие шеринг-экономики. В ходе исследования использованы метод стандартизации данных, корреляционный и регрессионный анализ. Показано, что наиболее значимым фактором является уровень индивидуализма, а также общий уровень социально-экономического развития страны. Теоретическая значимость полученных результатов заключается в выявлении особенностей влияния неформальной институциональной среды на развитие на шеринг-экономики. Практическая значимость состоит в возможности использования полученных данных для определения трендов развития шеринг-экономики

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