Postdan xaridgacha: influenser va ilg‘or veb-ilova (PWA – progressive web app)ning chakana sotuvga real ta’siri
DOI:
https://doi.org/10.5281/zenodo.17076010Keywords:
influencer marketing, PWA, farqlar farqi (DiD-Difference-in-Differences), qat’iy effektlar (FE-Fixed Effects), chakana savdo, foydalanuvchi tajribasi (UX-User Experience), narx sezgirligi, zaxira boshqaruviAbstract
Ushbu tadqiqot chakana savdoda “postdan xaridgacha” bo‘lgan yo‘lni o‘rganib, influenser kampaniyasi
hamda ilg‘or veb-ilova (Progressive Web App -PWA) joriy etilishining ta’sirini empirik baholaydi. Kunlik panel ma’lumotlar
asosida mahsulot va vaqt kesimlaridagi qat’iy effektlarni hisobga oluvchi model qo‘llanildi; influenser ta’siri farqlar farqi
yondashuvi orqali identifikatsiya qilindi, standart xatolar vaqt bo‘yicha klasterlandi. Natijalar influencer postlari sotuvni
sezilarli oshirishini, PWA joriy etilishi esa foydalanuvchi tajribasini yaxshilash orqali savdoga ijobiy ta’sir ko‘rsatishini
ko‘rsatadi. Narx omili savdoga pasaytiruvchi ta’sirga ega ekani, omborda zaxira tugashi esa sotuvlarni keskin pasaytirishi
aniqlanadi. Model spetsifikatsiyasi bir qator diagnostik sinovlar va qoldiq grafiklari orqali tekshirilib, xulosalarning
barqarorligi tasdiqlandi. Amaliy jihatdan, influencer hamkorliklarini maqsadli mahsulotlar kesimida davom ettirish, PWA
hamda umumiy foydalanuvchi tajribasi (UX-User Experience) optimallashtirishni kuchaytirish va zaxira boshqaruvini
intizomli yo‘lga qo‘yish tavsiya etiladi. Cheklov sifatida, mahsulotlar soni va kuzatuv oynasining chegaralanganligi qayd
etiladi; kelgusida tahlilni kengroq o‘lcham va uzoqroq davr ma’lumotlari bilan boyitish rejalashtiriladi
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