2008年电子商务简报CH04.ppt

Chapter 4 Consumer Behavior, Market Research, and Advertisement 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. Describe consumer market research in EC. Learning Objectives Describe Internet marketing in B2B, including organizational buyer behavior. Describe the objectives of Web advertising and its characteristics. Describe the major advertising methods used on the Web. Describe various online advertising strategies and types of promotions. Describe permission marketing, ad management, localization, and other advertising-related issues. Understand the role of intelligent agents in consumer issues and advertising applications. Learning about Consumer Behavior Online A Model of Consumer Behavior Online Independent (or uncontrollable) variables can be categorized as personal characteristics and environmental characteristics Intervening (or moderating) variables are variables within the vendors’ control. They are divided into market stimuli and EC systems The decision-making process is influenced by the independent and intervening variables. This process ends with the buyers’ decisions resulting from the decision-making process The dependent variables describe types of decisions made by buyers Learning about Consumer Behavior Online Learning about Consumer Behavior Online The independent variables Personal characteristics Environmental variables Social variables Cultural/community variables Other environmental variables The intervening (moderating) variables The dependent variables: the buying decisions The Consumer Decision-Making Process Roles people play in the decision-making process Initiator Influencer Decider Buyer User A Generic Purchasing-Decision Model Need identification Inf