电子商务管理视角chap03.ppt

Chapter 3Internet 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 A Model of EC Consumer Behavior Purchasing decision begins with customer’s reaction to stimuli A Model of EC Consumer Behavior (cont.) 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: shopping because “it is fun and I love it” Variables InfluencingDecision Making Process Environmental Variables Consumer Demographics Gender (61% male user 39% female user) Variables Influencing Decision Making Process (cont.) Consumer Demographics (1998) Variables Influencing Decision Making Process (cont.) Consumer Demographics Consumer Buying Patterns Consumer Purchasing Decision-Making Roles that people play in the decision making process Consumer Purchasing Decision-Making (cont.) The Purchasing Decision-Making Model Model of Internet Consumer Satisfact