Describe the characteristics of Internet surfers and EC purchasers. Understand the process of consumer purchasing decision making. | Chapter 3 Internet Consumers and Market Research Learning Objectives Describe the essentials of consumer behavior Describe the characteristics of Internet surfers and EC purchasers Understand the process of consumer purchasing decision making Describe the way companies are building relationships with customers Explain the implementation of customer service Describe the consumer market research in EC Experience the role of intelligent agents in consumer applications Describe the organizational buyer behavior model The Importance of Customers Competition “fighting” on customers to succeed : control the 3Cs Customers customers becomes a King/Queen to succeed : finding and retaining customers Change EC is a new distribution channel to succeed : convince customers to go online and then to choose your company over the online competitors The major pressures are labeled the 3Cs A Model of EC Consumer Behavior Purchasing decision begins with customer’s reaction to stimuli Vendors’ controlled System Logistic Support Payments, Delivery Technical Support Web design, Intelligent- agents Customer service FAQ, e-mail, Call centers, One-to-one Decision Making Process Stimuli Marketing Price Promotion Product Quality Others Economical Technology Political Cultural Buyers’ Decisions Buy or not What to buy Where (vendor) When How much to spend Repeat purchases Individual Characteristics Age, gender, ethnicity, education, lift style, psychological, knowledge, values, personality Environment Characteristics Social, family, communities Consumer Types Individual consumers: get much of the media attention Organizational buyers: do most of the shopping in cyberspace Purchasing Types Impulsive buyers: purchase products quickly Patient buyers: purchase products after making some comparisons Analytical buyers: do substantial research before making the decision to purchase products or services Purchasing Experiences Utilitarian: shopping “to achieve a goal” or “complete a task” Hedonic: . | Chapter 3 Internet Consumers and Market Research Learning Objectives Describe the essentials of consumer behavior Describe the characteristics of Internet surfers and EC purchasers Understand the process of consumer purchasing decision making Describe the way companies are building relationships with customers Explain the implementation of customer service Describe the consumer market research in EC Experience the role of intelligent agents in consumer applications Describe the organizational buyer behavior model The Importance of Customers Competition “fighting” on customers to succeed : control the 3Cs Customers customers becomes a King/Queen to succeed : finding and retaining customers Change EC is a new distribution channel to succeed : convince customers to go online and then to choose your company over the online competitors The major pressures are labeled the 3Cs A Model of EC Consumer Behavior Purchasing decision begins with customer’s reaction to stimuli Vendors’ controlled .
