电子商务：管理角CH04.pptVIP

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