1 / 17

E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost

E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost. Chapter 7: Consumer Behavior. Chapter 7 Objectives. After reading Chapter 7 you will be able to: Discuss general statistics about the Internet population.

kaiser
Download Presentation

E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. E-Marketing 4/EJudy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 7: Consumer Behavior 7-1

  2. Chapter 7 Objectives After reading Chapter 7 you will be able to: • Discuss general statistics about the Internet population. • Describe the Internet exchange process and the technological, social/cultural and legalcontext in which consumers participate in this process. • Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange. • Highlight the four main categories of outcomes that consumers seek from online exchanges. 7-2

  3. The Hanover Story • Hanover Direct’s 4 million customers buy through 12 different catalogs and Web sites. • 99% of telephone customers complete an order; only 2% of all online visitors buy during a visit. • Consumer research revealed several reasons for shopping cart abandonment: • Technical difficulties. • Consumer indecision at final check-out page. • By monitoring online behavior, Hanover has achieved 33% improvement. • Have you ever abandoned an online shopping cart? Why or why not? 7-3

  4. Consumer Behavior • P.173 汉诺威公司的故事 • P.177 如何理解宽带与市场机遇之间的关系？ • P.178 仔细描述网络经济时代的社会和文化环境。 • P.183 比较货币成本，时间成本，体力成本，心理成本。 • P.184 解释网站浏览中的“流畅状态”。 • P.186 举例说明4项基本活动（联系、娱乐、学习、交易）中所充满的商机 7-3

  5. Consumers in the 21st Century • The Internet has grown faster than any other medium in history. • In 2004, 958 million people had access, representing 16% of the global population. • Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the Internet. 7-4

  6. The Internet Exchange Process Technological, Social/Cultural and Legal Context Internet Exchange Outcomes Connect Enjoy Learn Trade Individual Characteristics Resources Marketing Stimuli • Exchange refers to the act of obtaining a desired object by offering something in return. • Exchange occurs within a technological, social/cultural, and legal context. 7-5

  7. Technological Context • 35% of online Americans connect to the Internet with a broadband connection. • Broadband has increased by 20% in the past 2 years. • The U.S. is only the 10th largest broadband market. • Broadband users exhibit different online behavior than those using mobile handheld devices or dial up. 7-6

  8. Top Broadband Country Markets 7-7

  9. Social and Cultural Contexts • Social/cultural trends have a huge effect on online exchanges. • Information overload overwhelms consumers. • Time poverty creates multitasking and contributes to a stressful environment. • Home and work boundaries are dissolving. • Consumers seek convenience and have high expectations regarding customer service. • Consumers cannot do without Internet access: “online oxygen.” 7-8

  10. Social and Cultural Contexts, cont. • Self-service is required. • Sophisticated consumers know they are in control and have choices. • Privacy and data security are paramount. • Online crime worries consumers. 7-9

  11. Legal Context • Legal factors were discussed in Chapter 5. • Despite piracy laws, illegally used software abounds. • In spite of the new Can-Spam law, the number of unsolicited emails has increased. • However, when the recording industry sued thousands of illegal music file downloaders, consumer behavior changed. • In 2002, 37% of online consumers shared music files. • Only 23% shared files in 2004. 7-10

  12. Individual Characteristics & Resources • Individual characteristics affect Internet use. • Age, income, education, ethnicity, and gender • Attitudes toward technology • Online skill and experience • Goal orientation • Convenience or price orientation • Family life cycle • Consumer resources for exchange • Money, time, energy and psychic costs 7-11

  13. Monetary Cost • The Internet exchange doesn’t use cash or paper checks for online transactions. • Many forms of digital money: • Credit and debit cards. • Electronic checks through a third-party such as PayPal. • Smart cards or Splash Plastic. • Other innovative forms are appearing in other countries. 7-12

  14. Time Cost • Online attention is a desirable and scarce commodity. • Worldwide, the average user goes online 29 times/month, 49 minutes each time. • Some researchers believe that consumers pay more focused attention online than with other media. • Hoffman and Novak applied the concept of flow to online behavior. 7-13

  15. Global Usage: 2002 to 2004 7-14

  16. Energy and Psychic Costs • It takes effort to log on and check email, especially for dial-up users. • Consumers apply psychic resources to understand information or when facing technical problems. • Shopping cart abandonment and failed online purchases have numerous causes. • Technical reasons. • The consumer may be “window shopping,” comparing several carts at once. 7-15

  17. Exchange Outcomes • There are 4 basic things that people do online: • Connect • Enjoy • Learn • Trade • Each is ripe with marketing opportunity. 7-16

More Related