espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2022-4-6-15esp-875Research ArticleИННОВАЦИИ, ИННОВАЦИОННО-ТЕХНОЛОГИЧЕСКОЕ РАЗВИТИЕ, ЦИФРОВИЗАЦИЯINNOVATION, INNOVATION AND TECHNOLOGICAL DEVELOPMENT, DIGITALIZATIONОценка уровня развития интернет ресурсов Казахстана: гендерный аспектAssessment of the Level of Development of Internet Resources in Kazakhstan: Gender Aspecthttps://orcid.org/0000-0001-8388-8559КангалаковаД. М.KangalakovaD. M.

Кангалакова Д.М. – PhD

ул. Шевченко 28, A25K1B0, Алматы

8 701 627 7060

Dana M. Kangalakova – PhD

28 Shevchenko Str., A25K1B0, Almaty

8 701 627 7060

dmuratbekovna@mail.ruИбрагимоваК. И.IbragimovaK. I.

Ибрагимова К.И. – кандидат экономических наук

Алматы

Kalamkas I. Ibragimova – Candidate of Economic Sciences

 Almaty

ilayskalamkas@mail.ruhttps://orcid.org/0000-0001-6506-2446ИбраимоваС. Ж.IbraimovaS. Zh.

Ибраимова С.Ж. – к.э.н. (Ph.D), профессор

Астана

Saule Zh. Ibraimova - Candidate of Economic Sciences, professor

Astana

saule_ibraimova_kz@mail.ruhttps://orcid.org/0000-0001-5390-5776НурбацинА. С.NurbatsinA. S.

Нурбацин А.С. – PhD докторант, руководитель центра

Алматы

Аkan S. Nurbatsin – PhD candidate, head of the center

Almaty

nakans_kz@mail.ruИнститут экономики КН МНВО РККазахстанInstitute of Economics CS MSHE RKKazakhstanКазахский университет технологии и бизнесаКазахстанKazakh University of technology and businessKazakhstanУниверситет международного бизнеса имени К. СагадиеваКазахстанK. Sagadiev University of International BusinessKazakhstan202231122022174615Copyright © Кангалакова Д.М., Ибрагимова К.И., Ибраимова С.Ж., Нурбацин А.С., 20222022Кангалакова Д.М., Ибрагимова К.И., Ибраимова С.Ж., Нурбацин А.С.Kangalakova D.M., Ibragimova K.I., Ibraimova S.Z., Nurbatsin A.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/875

В последние годы в допандемический период офлайн маркетплейсы становятся популярными, а в постпандемический период-популярными стали онлайн торговля (шопинг). Во время карантинных ограничений многие предприятия начали адаптироваться к онлайн-продажам. На предприятии, которое смогло адаптироваться, оставалось активным в экономике, предприятия, которые не смогли адаптироваться, обанкротились. В рамках данного вопроса в исследовательской статье была поставлена цель проанализировать особенности действий казахстанских женщин-предпринимателей на онлайн маркетплейсе. В ходе исследования, помимо научных методов, использовался метод интервьюирования. В интервью приняли участие 29 бизнесвумен из Алматы. Сферы бизнеса женщин, занимающихся бизнесом, включали торговлю взрослой одеждой, продажу тканей, салон моды, продажу корейской косметики. Целью собеседования является выявление причин, особенностей работы казахстанских женщин в онлайн маркетплейсе и выявление преимуществ и недостатков торговли в офлайн маркетплейсе. Результаты собеседования могут быть использованы для достижения эффективности в организации работы онлайн маркетплейса. Кроме того, зная взгляды женщин, можно использовать потенциал женщин в регионах со стороны государства при разработке политики, направленной на развитие экономики. То есть, с помощью онлайн-работы женщин необходимо влиять на уровень безработицы в регионах, увеличивать источник дохода и повышать качество жизни.

In recent years, in the pre-pandemic period, offline marketplaces are popular, and in the post-pandemic period, online marketplaces are becoming more popular. During the quarantine restriction, many enterprises began to adapt to online sales. The enterprise that was able to adapt remained active in the economy, and enterprises that were unable to adapt went bankrupt. Within the framework of this issue, the aim of the research article was to analyze the specifics of the interaction of Kazakhstani women entrepreneurs in online shopping. In the course of the study, in addition to scientific methods, the interviewing method was used. The interview was attended by 29 businesswomen from Almaty city. The business areas of women engaged in entrepreneurship included such areas as the trade in adult clothing, the sale of fabrics, fashion salons, and the sale of Korean cosmetics. The purpose of the interview is to identify the reasons, and features of the work of Kazakhstani women on online marketplaces and identify the advantages and disadvantages of trading on offline marketplaces. The results of the interview can be used to achieve efficiency in organizing the work of the online marketplace. In addition, knowing the views of women, the potential of women in the regions of the state can be used to formulate policies aimed at developing the economy. That is, with the help of online work of women, it is necessary to influence the unemployment rate in the regions, and increase the source of income and other quality of life.

экономикагендерная экономикаженщиныженщины предпринимателионлайн торговляCovid-19EconomyGender EconomyWomenWomen EntrepreneurOnline ShoppingCovid-19Статья подготовлена в рамках проекта грантового финансирования Министерства образования и науки Республики Казахстан «Приоритеты и механизмы по преодолению неравного доступа сельских женщин Казахстана к ресурсам» (ИРН AP14869297).This research has been funded by the Science Committee of the Ministry of Science and higher education of the Republic of Kazakhstan (Grant “Priorities and mechanisms against rural women of Kazakhstan unequal access to the resources” No. AP14869297).ReferencesAjumobi, D.O., & Kyobe, M. (2017). Alignment of human competencies with mobile phone technology and business strategies by women-led smes in South Africa. Electronic Journal of Information Systems in Developing Countries, 80(1), 1–25. https://doi.org/10.1002/j.1681-4835.2017.tb00592.xAjumobi, D.O., & Kyobe, M. (2017). Alignment of human competencies with mobile phone technology and business strategies by women-led smes in South Africa. Electronic Journal of Information Systems in Developing Countries, 80(1), 1–25. https://doi.org/10.1002/j.1681-4835.2017.tb00592.xBayudan-Dacuycuy, C., & Dacuycuy, L.B. (2022). Harnessing the potential of online marketplaces in the Philippines: Insights from the National Information and Communications Technology Household Survey. Asia & the Pacific Policy Studies, 1– 29. https://doi.org/10.1002/app5.365Bayudan-Dacuycuy, C., & Dacuycuy, L.B. (2022). Harnessing the potential of online marketplaces in the Philippines: Insights from the National Information and Communications Technology Household Survey. Asia & the Pacific Policy Studies, 1– 29. https://doi.org/10.1002/app5.365Corvello, V., De Carolis, M., Verteramo, S. and Steiber, A. (2022), “The digital transformation of entrepreneurial work”, International Journal of Entrepreneurial Behavior & Research, Vol. 28 No. 5, pp. 1167-1183. https://doi.org/10.1108/IJEBR-01-2021-0067Corvello, V., De Carolis, M., Verteramo, S. and Steiber, A. (2022), “The digital transformation of entrepreneurial work”, International Journal of Entrepreneurial Behavior & Research, Vol. 28 No. 5, pp. 1167-1183. https://doi.org/10.1108/IJEBR-01-2021-0067Andersen, L.E., Verner, D., Wiebelt, M. (2017). Gender and Climate Change in Latin America: An Analysis of Vulnerability, Adaptation and Resilience Based on Household Surveys. Journal of International Development, 29, 857-876. https://doi.org/10.1002/JID.3259Andersen, L.E., Verner, D., Wiebelt, M. (2017). Gender and Climate Change in Latin America: An Analysis of Vulnerability, Adaptation and Resilience Based on Household Surveys. Journal of International Development, 29, 857-876. https://doi.org/10.1002/JID.3259Allegretti, A. (2018). Respatializing culture, recasting gender in peri-urban sub-Saharan Africa: Maasai ethnicity and the ‘cash economy’ at the rural-urban interface, Tanzania. Journal of Rural Studies, 60, 122-129. https://doi.org/10.1016/J.JRURSTUD.2018.03.015Allegretti, A. (2018). Respatializing culture, recasting gender in peri-urban sub-Saharan Africa: Maasai ethnicity and the ‘cash economy’ at the rural-urban interface, Tanzania. Journal of Rural Studies, 60, 122-129. https://doi.org/10.1016/J.JRURSTUD.2018.03.015Foong, E., & Gerber, E. (2021). Understanding Gender Differences in Pricing Strategies in Online Labor Marketplaces. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3411764.3445636Foong, E., & Gerber, E. (2021). Understanding Gender Differences in Pricing Strategies in Online Labor Marketplaces. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3411764.3445636H. Guo, Zh. Yang, R. & Huang, A. G. (2020). The digitalization and public crisis responses of small and medium enterprises: Implications from a COVID-19 survey. Frontiers of Business Research in China, 14(1), 1–25. https://doi.org/10.1186/s11782-020-00087-1H. Guo, Zh. Yang, R. & Huang, A. G. (2020). The digitalization and public crisis responses of small and medium enterprises: Implications from a COVID-19 survey. Frontiers of Business Research in China, 14(1), 1–25. https://doi.org/10.1186/s11782-020-00087-1Huang, N., Burtch, G., Hong, Y., & Pavlou, P.A. (2020). Unemployment and worker participation in the gig economy: Evidence from an online labor market. Information Systems Research, 31(2), 431–448. https://doi.org/10.1287/ISRE.2019.0896Huang, N., Burtch, G., Hong, Y., & Pavlou, P.A. (2020). Unemployment and worker participation in the gig economy: Evidence from an online labor market. Information Systems Research, 31(2), 431–448. https://doi.org/10.1287/ISRE.2019.0896Liu, C. (2020). Return migration, online entrepreneurship and gender performance in the Chinese ‘Taobao families’. Asia Pacific Viewpoint. https://doi.org/10.1111/apv.12280Liu, C. (2020). Return migration, online entrepreneurship and gender performance in the Chinese ‘Taobao families’. Asia Pacific Viewpoint. https://doi.org/10.1111/apv.12280McClelland, E., Swail, J., Bell, J., & Ibbotson, P. (2005). Following the pathway of female entrepreneurs: A six‐country investigation. International Journal of Entrepreneurial Behaviour & Research, 11, 84-107. https://doi.org/10.1108/13552550510590527McClelland, E., Swail, J., Bell, J., & Ibbotson, P. (2005). Following the pathway of female entrepreneurs: A six‐country investigation. International Journal of Entrepreneurial Behaviour & Research, 11, 84-107. https://doi.org/10.1108/13552550510590527Olsson, A. K., & Bernhard, I. (2021). Keeping up the pace of digitalization in small businesses– Women entrepreneurs’ knowledge and use of social media. International Journal of Entrepreneurial Behaviour and Research, 27(2), 378–396. https://doi.org/10.1108/IJEBR-10-2019-0615Olsson, A. K., & Bernhard, I. (2021). Keeping up the pace of digitalization in small businesses– Women entrepreneurs’ knowledge and use of social media. International Journal of Entrepreneurial Behaviour and Research, 27(2), 378–396. https://doi.org/10.1108/IJEBR-10-2019-0615Sarma, M., & Pais, J. (2008). Financial Inclusion and Development: A Cross Country Analysis. In Annual Conference of the Human Development and Capability Association, New Delhi, 168(10–13), 1–30. https://doi.org/10.1002/jidSarma, M., & Pais, J. (2008). Financial Inclusion and Development: A Cross Country Analysis. In Annual Conference of the Human Development and Capability Association, New Delhi, 168(10–13), 1–30. https://doi.org/10.1002/jidSultana F., Akter A. (2021). Women E-Commerce: Perspective in Bangladesh, Journal of Management, Economics, and Industrial Organization, 5(3), 1-13. http://doi.org/10.31039/jomeino.2021.5.3.1Sultana F., Akter A. (2021). Women E-Commerce: Perspective in Bangladesh, Journal of Management, Economics, and Industrial Organization, 5(3), 1-13. http://doi.org/10.31039/jomeino.2021.5.3.1Teoh, W.M.Y., & Chong, S.C. (2008). Improving women entrepreneurs in small and medium enterprises in Malaysia: Policy recommendations. Communications of the IBIMA, 2, 31-38. http://shdl.mmu.edu.my/id/eprint/2903Teoh, W.M.Y., & Chong, S.C. (2008). Improving women entrepreneurs in small and medium enterprises in Malaysia: Policy recommendations. Communications of the IBIMA, 2, 31-38. http://shdl.mmu.edu.my/id/eprint/2903Truong, D.V., Giang, N.T., Lan, L.T., Thuy, N.T., Ha, P.M., & My, L.T. (2020). The role of gender in household decision-making in rural areas. Management Science Letters, 10, 2583-2588. https://doi.org/10.5267/j.msl.2020.3.036Truong, D.V., Giang, N.T., Lan, L.T., Thuy, N.T., Ha, P.M., & My, L.T. (2020). The role of gender in household decision-making in rural areas. Management Science Letters, 10, 2583-2588. https://doi.org/10.5267/j.msl.2020.3.036

The authors declare that there are no conflicts of interest present.