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Modern Sharing Economy: Behavior Features of Subjects on Consumer-to-Consumer Internet Market

The relevance of this study is due to the fact that the development of the Internet market has changed the relationship of people for a couple of decades. The communication system, the transaction system have changed, the economic thinking of a consumer is transformed. In addition to traditional online stores social media have a significant influence on economic processes. Social media first appeared in the informal life of society and, over time, moved into the sphere of business relations. The network organization of the information space has accelerated the communication business process dozens of times compared with the end of the last century. The purpose of study is to assess the market C2C structure, characteristics and behaviour of Internet C2C sellers in a specific Russian region (Sverdlovsk region). The author explores features of sellers on Internet platforms of different formats: traditional social media, online bulletin board, messengers. The author answers such questions as what is the socio-demographic profile of the provincial C2C sellers, what they sell, on what technology platforms. Answers to these questions is an attempt to determine the new rules and norms of economic exchange which stand out in the new economic institute of the Internet market.