Consumer behavior analysis in the market of private buying agents’ services in Saint Petersburg: benefits, trust, and risks

G.Yu. Mityashin, K.P. Kornilova, A.V. Filatova

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Abstract. The relevance of this study stems from the transformation of global supply chains and the restricted access of Russian consumers to foreign brands, which has driven the rapid growth of the private intermediary market (buying agents). Despite the widespread popularity of these informal practices, the mechanisms by which consumers build trust and accept heightened transaction risks in the digital environment remain under-researched. Identifying these factors is essential for understanding consumer adaptation strategies and determining the vector for institutionalization within this economic segment.
Aim. The study aims to analyze the reasons why consumers turn to buying agents, as well as to identify the factors determining their willingness to accept additional risks in exchange for economic benefits or access to scarce goods.
Materials and methods. The empirical basis of the study comprises data from a quantitative survey of 127 respondents, which were divided into two groups based on whether they had experience interacting with customers.
Results. This article presents an empirical study of consumer behavior in the retail market amid supply chain transformation and limited product availability in Russia. We analyze key motivations for using informal intermediaries, trust-building factors, perceived transaction risks, and consumer behavioral strategies. In particular, our findings indicate that access to unique and officially unavailable products is the primary driver of demand, whereas economic benefits play a supporting role. The study identifies a “risky trust” phenomenon, where consumers accept high financial and legal risks to make purchase decisions based on reputation, personal recommendations, and social ties. At the same time, the lack of formal guarantees and consumer protection tools is revealed as the main barrier to attracting potential customers.
Conclusions. A demand is emerging to hybridize informal practices with technological security tools, such as “secure transaction” services and seller verification, as a prerequisite for sustainable market development.

Keywords: consumer behavior, buyers, private intermediaries, trust, risks, informal economy, digital platforms

For citation. Mityashin G.Yu., Kornilova K.P., Filatova A.V. Consumer behavior analysis in the market of private buying agents’ services in Saint Petersburg: benefits, trust, and risks. News of the Kabardino-Balkarian Scientific Center of RAS. 2026. Vol. 28. No. 3. Pp. 217–238. DOI: 10.35330/1991-6639-2026-28-3-217-238

©   Mityashin G.Yu., Kornilova K.P., Filatova A.V., 2026

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Information about the authors

Gleb Yu. Mityashin, Assistant Professor, Graduate School of Service and Trade, Peter the Great Saint Petersburg Polytechnic University;
50, Novorossiyskaya street, Saint Petersburg, 195251, Russia;
gleb.mityashin@yandex.ru, ORCID: https://orcid.org/0000-0003-0416-7556
Ksenia P. Kornilova, Student, Graduate School of Service and Trade, Peter the Great Saint Petersburg Polytechnic University;
50, Novorossiyskaya street, Saint Petersburg, 195251, Russia;
korn1lova.ksen@yandex.ru
Anzhelika V. Filatova, Student, Graduate School of Service and Trade, Peter the Great Saint Petersburg Polytechnic University;
50, Novorossiyskaya street, Saint Petersburg, 195251, Russia;
likalika16092005@yandex.ru

Funding

The study was performed without external funding.