Analysis of Consumer Behaviour Online
This report will outline the most relevant behavioural characteristics of online consumers and examine the ways they find, compare and evaluate product information. Comparison of the newly collected survey data with the existing consumer behaviour theory resulted in detection of a number of issues related to a specific consumer group. The purpose of this report is to translate these findings into a set of implementation activities on strategic and technological level. Execution of these recommendations will result in better conversion of visitors into customers and encourage customer loyalty and referrals.
The focus group of this study will be young adults aged between eighteen and thirty-four interested in buying a mobile phone or a related product.
Research by Shun & Yunjie (2006) showed that there are product types, which are more likely to be sold online such as software, books, electronics and music. Reason for this is that when purchasing these types of products, one does not require personal inspection and most, if not all features, can be outlined in the product description and images. Most products in the mobile phone family belong to this category.
According to the recent research on consumer behaviour on the Internet users (Cotte, Chowdhury, Ratenshwar & Ricci, 2006), there are four distinct consumer groups with different intentions and motivations:
* Exploration * Entertainment * Shopping * Information
Majority of young adults interviewed for purpose of this research tend to be active information seekers. A high level of technological confidence within this group tends to be an encouraging factor when it comes to product information research online.
The following analysis presents both, focus group results and behavioural theory in a parallel fashion divided into two main research topics:
* Information Retrieval and Search Patterns * Perception of Product Information Online
These two areas are mutually
The focus group of this study will be young adults aged between eighteen and thirty-four interested in buying a mobile phone or a related product.
Research by Shun & Yunjie (2006) showed that there are product types, which are more likely to be sold online such as software, books, electronics and music. Reason for this is that when purchasing these types of products, one does not require personal inspection and most, if not all features, can be outlined in the product description and images. Most products in the mobile phone family belong to this category.
According to the recent research on consumer behaviour on the Internet users (Cotte, Chowdhury, Ratenshwar & Ricci, 2006), there are four distinct consumer groups with different intentions and motivations:
* Exploration * Entertainment * Shopping * Information
Majority of young adults interviewed for purpose of this research tend to be active information seekers. A high level of technological confidence within this group tends to be an encouraging factor when it comes to product information research online.
The following analysis presents both, focus group results and behavioural theory in a parallel fashion divided into two main research topics:
* Information Retrieval and Search Patterns * Perception of Product Information Online
These two areas are mutually
References: Cotte, J., Chowdhury, T. G., Ratneshwar, S. & Ricci, M. L. (2006). Pleasure or Utility? Time Planning Style and Web Usage Behaviors Shun, C., Yunjie, X. (2006). Effects of outcome, process and shopping enjoyment on online consumer behaviour Andreasen, A. (1997). Prescriptions for Theory-Driven Social Marketing Research: A Response to Goldberg 's Alarms. Journal of Consumer Psychology, 6(2), 189-196. Bellman, S., Johnson, E. J., Lohse, G. L., & Mandel, N. (2006). Designing Marketplaces of the Artificial With Consumers in Mind: Four Approaches To Understanding Consumer Behavior in Electronic Environments Kurnia, S. & Schubert, P. (2006). Toward Achieving Customer Satisfaction in Online Grocery Shopping Amir, O., Lobel, O. & Ariely, D. (2005). Making consumption decisions by following personal rules Moe, W. (2006). A Field Experiment to Assess the Interruption Effect Of Pop-Up Promotions Koiso-Kanttila, N. (2005). Time, Attention, authenticity and consumer benefits of the Web Lindstrom, M., Peppers, D., & Rogers, M. (2001). Clicks, Bricks & Brands. Zingale, A., & Arndt, M. (2001). Emotion: Engaging customer passion with e-CRM.