Consumer Behaviour
Consumer Behavior
E-Commerce Winter 2011 Marek Maurizio Università Ca’ Foscari - Venezia
mercoledì 9 marzo 2011
Learning Objectives
• Describe the factors that influence consumer behavior online. • Understand the decision-making process of consumer purchasing online. • Describe how companies are building one-to-one relationships with customers. • Explain how personalization is accomplished online. • Discuss the issues of e-loyalty and e-trust in EC.
mercoledì 9 marzo 2011
Netflix.com mercoledì 9 marzo 2011
opening case
Consumer Behavior
mercoledì 9 marzo 2011
Learning about Consumer Behavior Online
• Finding and retaining consumers is a major critical success factor for most businesses • Apply both online and offline • Key: understanding consumer behavior and model it
mercoledì 9 marzo 2011
Learning about Consumer Behavior Online
• The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • If a firm understand the decision process, it may be able to influence it • A Model of Consumer Behavior Model • two major parts: influential factors and the consumer decision process
mercoledì 9 marzo 2011
Consumer Characteristics
Environmental Characteristics
Merchant and Intermediary Characteristics
Product/Service Characteristics
Buyer’s Decision
EC Systems
Basic Factors of a Consumer Behavior Model mercoledì 9 marzo 2011
Exhibit 4.1
Influential Factors
• Influential factors are those that may affect the consumer’s intention to buy • Major influential factors
mercoledì 9 marzo 2011
Consumer/Personal characteristics
• demographic factors, individual preferences, and behavioral characteristics • major demographics that sites track: gender, age, status, ethniciy, income, occupation • gender is roughly balanced. imbalances are found in specific sectors • Some of them can be correlated. for instance higher education = more income -> result in more online
E-Commerce Winter 2011 Marek Maurizio Università Ca’ Foscari - Venezia
mercoledì 9 marzo 2011
Learning Objectives
• Describe the factors that influence consumer behavior online. • Understand the decision-making process of consumer purchasing online. • Describe how companies are building one-to-one relationships with customers. • Explain how personalization is accomplished online. • Discuss the issues of e-loyalty and e-trust in EC.
mercoledì 9 marzo 2011
Netflix.com mercoledì 9 marzo 2011
opening case
Consumer Behavior
mercoledì 9 marzo 2011
Learning about Consumer Behavior Online
• Finding and retaining consumers is a major critical success factor for most businesses • Apply both online and offline • Key: understanding consumer behavior and model it
mercoledì 9 marzo 2011
Learning about Consumer Behavior Online
• The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • If a firm understand the decision process, it may be able to influence it • A Model of Consumer Behavior Model • two major parts: influential factors and the consumer decision process
mercoledì 9 marzo 2011
Consumer Characteristics
Environmental Characteristics
Merchant and Intermediary Characteristics
Product/Service Characteristics
Buyer’s Decision
EC Systems
Basic Factors of a Consumer Behavior Model mercoledì 9 marzo 2011
Exhibit 4.1
Influential Factors
• Influential factors are those that may affect the consumer’s intention to buy • Major influential factors
mercoledì 9 marzo 2011
Consumer/Personal characteristics
• demographic factors, individual preferences, and behavioral characteristics • major demographics that sites track: gender, age, status, ethniciy, income, occupation • gender is roughly balanced. imbalances are found in specific sectors • Some of them can be correlated. for instance higher education = more income -> result in more online