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1、Chapter3 InternetConsumersandMarketResearchLearningObjectivesDescribetheessentialsofconsumerbehaviorDescribethecharacteristicsofInternetsurfersandECpurchasersUnderstandtheprocessofconsumerpurchasingdecisionmakingDescribethewaycompaniesarebuildingrelationshipswithcustomersExplain
2、theimplementationofcustomerserviceDescribetheconsumermarketresearchinECExperiencetheroleofintelligentagentsinconsumerapplicationsDescribetheorganizationalbuyerbehaviormodelTheImportanceofCustomersCompetition“fighting”oncustomerstosucceed:controlthe3CsCustomerscustomersbecomesaKi
3、ng/Queentosucceed:findingandretainingcustomersChangeECisanewdistributionchanneltosucceed:convincecustomerstogoonlineandthentochooseyourcompanyovertheonlinecompetitorsThemajorpressuresarelabeledthe3CsAModelofECConsumerBehaviorPurchasingdecisionbeginswithcustomer’sreactiontostimul
4、iVendors’controlledSystemLogisticSupportPayments,DeliveryTechnicalSupportWebdesign,Intelligent-agentsCustomerserviceFAQ,e-mail,Callcenters,One-to-oneDecisionMakingProcessStimuliMarketingPricePromotionProductQualityOthersEconomicalTechnologyPoliticalCulturalBuyers’DecisionsBuyorn
5、otWhattobuyWhere(vendor)WhenHowmuchtospendRepeatpurchasesIndividualCharacteristicsAge,gender,ethnicity,education,liftstyle,psychological,knowledge,values,personalityEnvironmentCharacteristicsSocial,family,communitiesConsumerTypesIndividualconsumers:getmuchofthemediaattentionOrga
6、nizationalbuyers:domostoftheshoppingincyberspacePurchasingTypesImpulsivebuyers:purchaseproductsquicklyPatientbuyers:purchaseproductsaftermakingsomecomparisonsAnalyticalbuyers:dosubstantialresearchbeforemakingthedecisiontopurchaseproductsorservicesPurchasingExperiencesUtilitarian
7、:shopping“toachieveagoal”or“completeatask”Hedonic:shoppingbecause“itisfunandIloveit”AModelofECConsumerBehavior(cont.)VariablesInfluencing DecisionMakingProcessEnvironmentalVariablesSocialvariablespeopleinfluencedbyfamilymembers,friends,co-workers,“what’sinfashionthisyear”,Intern
8、etcommunitiesanddiscussiongroupsCulturalvariabl
