消费者行为市场调研和广告.pptxVIP

Chapter 4Consumer Behavior, Market Research, and Advertisement消费者行为、市场调研和广告Learning ObjectivesDescribe 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 ObjectivesDescribe 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.1 Learning about Consumer Behavior OnlineA Model of Consumer Behavior OnlineIndependent (or uncontrollable) variables can be categorized as personal characteristics and environmental characteristicsIntervening (or moderating) variables are variables within the vendors’ control. They are divided into market stimuli and EC systemsThe decision-making process is influenced by the independent and intervening variables. This process ends with the buyers’ decisions resulting from the decision-making processThe dependent variables describe types of decisions made by buyers1 Learning about Consumer Behavior Online1 Learning about Consumer Behavior Online(1) The independent variablesPersonal characteristicsEnvironmental variablesSocial variablesCultural/community variablesOther environmental variables(2) The intervening (moderating) variables(3) The dependent variables: the buying decisions2 The Consumer Decision-Making ProcessRoles people play in the decision-making processInitiatorInfluencerDeciderBuyerUser2 The Consumer Decision-Making Process1 A Generic Purchasing-Decision