Online Consumer Behavior - E-Commerce - Lecture Slides, Slides of Fundamentals of E-Commerce

Download Online Consumer Behavior - E-Commerce - Lecture Slides and more Slides Fundamentals of E-Commerce in PDF only on Docsity! Understanding What Consumers Do Online Contributions of consumer behavior research to web science Docsity.com Online Consumer Behavior Decision Making Electronic Markets Bidding Mind-set/Goals Information Search Technology Acceptance Model Flow E-Service Quality Online trust Purchasing Process Privacy Concerns Buyers vs. Non-Buyers Cross- Channel Shopping Loyalty Perceptions of online advertising Preferences Docsity.com Friends with Benefits • More than half of online shoppers who use social media choose to engage with brands on the sites by friending or following them. • Most are friends with only a few companies. • Reasons for Friending/Following: 64 62 35 30 0 10 20 30 40 50 60 70 Learn about specials, sales, etc. Learn about new … Entertainment Company culture, environmental … % of Respondents Docsity.com Trust in CGM 50,9% 59,1% 49,0% 0,0% 20,0% 40,0% 60,0% 80,0% In general, I trust comments/materials posted by others I feel confident that the comments/materials by other travelers are posted with the best intentions in mind The comments/materials posted by other travelers are a reliable source of travel information % of Online Travelers Who Strongly/ Somewhat Agree Docsity.com Trust in CGM Continued 38,0% 57,1% 0,0% 20,0% 40,0% 60,0% I trust comments/materials posted by other travelers more than evaluations provided in formal travel reviews, articles, guidebooks… I feel more comfortable basing my pleasure trip decisions on 1 review from someone I know and trust than on 100 reviews from strangers % of Online Travelers Who Strongly/ Somewhat Agree Docsity.com Trust in Providers 43,9% 56,1% CGM providers have effective mechanisms in place to spot and eliminate false comments Yes No % of Online Travelers Docsity.com Trust in Website Types 19,3% 14,7% 18,9% 20,9% 40,0% 30,8% 28,5% 11,8% 33,5% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% Personal Websites Sharing Websites (Youtube, etc.) Social Networking Sites Personal Blogs Tourism Bureau Website Third Party (TripAdvisor, etc.) Company Websites Twitter Travel Agency % of Online Travelers Who Rate as Very or Extremely Credible How would you rate the credibility of comments/materials posted on the following Websites? Docsity.com CGM Creation 21,9% 78,1% Have you ever posted travel-related comments/materials online? Yes No % of Online Travelers CGM creators are more likely Asian, less likely African American, less likely retired or unemployed, more likely male, more likely well traveled and younger. No significant differences in terms of income, education, marital status. Docsity.com Motivation to Befriend Companies 72,6% 64,2% 63,7% 63,1% 54,7% 43,4% 40,5% 38,1% 37,5% 30,3% 27,2% 0,0% 20,0% 40,0% 60,0% 80,0% Exclusive deal or offer Interesting or entertaining content I am a current customer Keep informed through news for products, … Customer service and support I want to show others that I am a customer I would like to help promote the company I feel emotionally attached to the company Other people I know are fans of the company I (or people I know) are employees/members Other % of Facebook Users Who Befriended a Travel Company and Strongly or Somewhat Agree What motivates you to become a fan of a travel-related company? Docsity.com Internet Tribes ¢ Rituals, language, emotional bond ¢ RV travelers Good Sam Club ‘The Worlds Largest RV Owners Community Escapees Members =» Wannabes «= Commercial Members Adventure Awaits. It's Time to Escape. ESCAPEESRVClub A total support network for RVers Docsity.com ye But when consumers go online... Docsity.com Deviant Behaviors • Copyright infringements • False identities (Catfish) • Porn, drugs, student papers, university degrees • Stalking, Bullying – connected to purchase of apps, devices, etc. • Addiction Docsity.com Consumption Context • 56% of US Twitter users tweet during work hours, 17% from the washroom, 11% while driving, 9% during class, 8% during live theater performances, 3% during religious services. • Locations/Situations Where US Internet Users Use Facebook/Twitter, by Age: 65 64 40 36 34 41 29 9 8 9 0 10 20 30 40 50 60 70 On vacation At work While driving After sex On a date <35 35+ Docsity.com Myth of the Rational Consumer • Utility maximization • Preferences are known and preference statement is neutral • Cognitive elaboration/conscious processing Docsity.com