Emarketing4营销管理.pptVIP

Chapter 4 Online Consumer Behavior 以市场为基础的企业通过为其客户创造价值而获利。市场导向企业的第一步是理解客户的需要和欲望，并且以自己想到达的细分市场为目标。 ——现代营销学之父——菲利普·科特勒博士（摘自中国营销传播网） Online consumer behavior Online market analysis Demand analysis of online consumer Online consumer behavior analysis Online organizational market analysis Consumers in the 21st Century The Internet has grown faster than any other medium in history. Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the Internet. Consumer Behavior Issues This section discuss only some of the many consumer behavior factors surrounding the exchange process that have been shown to be important in explaining Internet behavior. We will investigate four important consumer behavior issues: the cultural, social, and technological context for consumer online behavior; individual user characteristics and resources; the online exchange process; and exchange outcomes. The Internet Exchange Process Exchange refers to the act of obtaining a desired object by offering something in return. Individuals bring their own characteristics and personal resources to the process as they seek specific outcomes from an exchange. All of this occurs within a technological, social/cultural, and legal context. Technological Context The Internet has moved from novelty to utility in many countries. With regard to online consumer behavior, e-marketers need to consider home connection speeds and the changing landscape of digital receiving devices. Social and Cultural Contexts Social/cultural trends have a huge effect on online exchanges. Information overload overwhelms consumers. Bunkering means people are staying at home more. Security and privacy are major concerns. Home and work boundaries are dissolving. Social and Cultural Contexts Anywhere ,anytime convenience is critical for busy people. Time poverty creates multitasking and speeds up normal processes. Demand expectations. Self-serv