第八章消费者行为学.pptVIP

Chapter 8: Consumer Behavior消费者行为学 时间是唯一值得用任何东西来交换的商品。 消费者会付钱来请你帮他们节约时间， 而互联网节约了人们的时间。 ----斯科特·雷默 After reading Chapter 8 you will be able to: Discuss general statistics about the Internet population. Describe the Internet exchange process and the technological, social/cultural and legal context in which consumers participate in this process. Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange. Highlight the four main categories of outcomes that consumers seek from online exchanges. 讨论互联网用户的总体统计数据 描述互联网交易过程和该过程中消费者涉及的科技，社会， 文化和法律环境等问题。 3. 描述消费者的总体特征， 以及网络交易的消费者来源 4. 关注消费者从在线交易中寻求的四种结果 1.Consumers in the 21st Century The Internet has grown faster than any other medium （媒体）in history. In Sep.2009, 1.73 Billion People had access, representing 25.6% of the global population. Internet usage in developed nations has reached a critical mass,（关键多数） leading marketers to ask more questions about consumer behavior on the Internet. 全球网民总量(截至2009年9月)：17.3亿 　　全年网民增幅：18% 　　亚洲网民总量：738,257,230 　　欧洲网民总量：418,029,796 　　北美网民总量：252,908,000 　　拉美/加勒比海网民总量：179,031,479 　　非洲网民总量：67,371,700 　　中东网民总量：57,425,046 　　大洋洲网民总量：20,970,490 2.The Internet Exchange Process Exchange refers to the act of obtaining a desired object by offering something in return. Exchange occurs within a technological, social/cultural, and legal context. 交换： 一个基本的营销概念， 是一种行为，即从别人那里得到自己需要的东西， 同时提供一定的商品或服务作为回报。 交换过程是在技术， 社会， 文化，法律的背景中发生的 The Internet Exchange Process 2.1 Technological Context 35% of online Americans connect to the Internet with a broadband connection. Broadband has increased by 20% in the past 2 years. The U.S. is only the 10th largest broadband market. Broadband users exhibit different online behavior than those using mobile handheld devices or dial up. Top Broadband Country Markets 2.2 Social and Cultural Contexts Social/cultural trends have a huge effect on online exchanges. Information overload overwh