E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter7:ConsumerBehavior1000007001070100111101000010010111010010C2006PrenticeHallnO
©2006 Prentice Hall 7-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 7: Consumer Behavior
Chapter 7 ObjectivesAfterreadingChapter7youwill beableto:. Discuss general statistics about the Internetpopulation.. Describe the Internet exchange process and thetechnological,social/culturaland legal context in whichconsumers participate in this process.Outlinethebroadindividualcharacteristicsandconsumerresources that consumers bring to theonlineexchangeHighlightthe fourmain categoriesof outcomesthatconsumers seekfrom onlineexchanges170010701001111010000100101110100102006PrenticeH
©2006 Prentice Hall 7-2 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 legal context 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
The Hanover Story.HanoverDirect's 4million customers buy through12differentcatalogsandWeb sites.99%oftelephonecustomerscompleteanorderonly2%ofall onlinevisitorsbuyduringavisit·Consumerresearchrevealed severalreasonsforshopping cart abandonment.Technical difficulties·Consumer indecision at final check-out pageBymonitoringonlinebehavior,Hanoverhasachieved33%improvement.Have you ever abandoned an online shopping cart?Why or why not?070010101001111010000100101110100102006Prenticeh
©2006 Prentice Hall 7-3 • 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? The Hanover Story
Consumers in the 21st CenturyTheInternethasgrownfasterthananyothermedium inhistoryln2004,958millionpeoplehadaccessrepresenting16%of theglobal populationInternetusageindevelopednationshasreachedacriticalmass,leadingmarketerstoaskmoreguestionsaboutconsumerbehavioron the Internet.000700017000000070707000C2006PrenticeHal
©2006 Prentice Hall 7-4 • 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. Consumers in the 21st Century
The Internet Exchange ProcessExchange refers totheact of obtainingadesiredobjectbyofferingsomething inreturnExchangeoccurswithinatechnological,social/cultural,andlegalcontext.Technological,Social/CulturalandLegalContextOutcomesConnectIndividualInternetEnjoyCharacteristicsExchangeLearnResourcesTradeMarketingStimuli0000000000000000070707070C2006PrenticeHal10
©2006 Prentice Hall 7-5 • 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. The Internet Exchange Process Technological, Social/Cultural and Legal Context Individual Characteristics Resources Internet Exchange Outcomes Connect Enjoy Learn Trade Marketing Stimuli