Chapter 4 Consumer behavior Market research and Advertisement
Chapter 4 Consumer Behavior, Market Research, and Advertisement
Learning objectives 1. Describe the factors that influence consumer behavior online 2. Understand the decision-making process of consumer purchasing online 3. Describe how companies are building one-to-one relationships with customers 4. Explain how personalization is accomplished online 5. Discuss the issues of e-loyalty and e-trust in EC 6. Describe consumer market research in EC Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 2 Learning Objectives 1. Describe the factors that influence consumer behavior online. 2. Understand the decision-making process of consumer purchasing online. 3. Describe how companies are building one-to-one relationships with customers. 4. Explain how personalization is accomplished online. 5. Discuss the issues of e-loyalty and e-trust in EC. 6. Describe consumer market research in EC
Learning objectives 7. Describe Internet marketing in B2B, including organizational buyer behavior 8. Describe the objectives of Web advertising and its characteristics 9. Describe the major advertising methods used on the Web 10. Describe various online advertising strategies and types of promotions 11. Describe permission marketing, ad management, localization, and other advertising-related issues 12. Understand the role of intelligent agents in consumer issues and advertising applications Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 3 Learning Objectives 7. Describe Internet marketing in B2B, including organizational buyer behavior. 8. Describe the objectives of Web advertising and its characteristics. 9. Describe the major advertising methods used on the Web. 10. Describe various online advertising strategies and types of promotions. 11. Describe permission marketing, ad management, localization, and other advertising-related issues. 12. Understand the role of intelligent agents in consumer issues and advertising applications
earning about Consumer behavior online A Model of Consumer behavior Online The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision Independent (or uncontrollable)variables Intervening or moderating variables · Dependent variab/es Roles people play in the decision-making process Initiator Influencer Decider Buyer User Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 4 Learning about Consumer Behavior Online • A Model of Consumer Behavior Online – The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • Independent (or uncontrollable) variables • Intervening or moderating variables • Dependent variables • Roles people play in the decision-making process: – Initiator – Influencer – Decider – Buyer – User
The consumer Decision-Making process A Generic Purchasing- Decision Model product brokering Deciding what product to buy merchant brokering Deciding from whom(from what merchant to buy a product Electronic Commerc Prentice Hall 2006 5
Electronic Commerce Prentice Hall © 2006 5 The Consumer Decision-Making Process • A Generic Purchasing-Decision Model product brokering Deciding what product to buy merchant brokering Deciding from whom (from what merchant) to buy a product