04. e-commerce consumer behaviorscontents.kocw.net/document/2011-2-wku-ecm-04.pdf · 04. (lecture)...

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04. (Contents) E-Commerce Consumer Behaviors

04. E-Commerce Consumer Behaviors

E-Commerce Consumer Behaviors

Contents

• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.

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04. (Contents) E-Commerce Consumer Behaviors

Contents • 01. E-Commerce Waves • 02. E-Commerce Marketing • 03. E-Commerce Environments • 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal • 07. Segmentation, Targeting, and Positioning • 08. E-Commerce Marketing Mix – Collaboration • 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel • 13. Website Establishment • 14. Integrated Marketing Strategy • 15. Internet Society and Law

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04. (Lecture) E-Commerce Consumer Behaviors

Lecture

• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.


E-Commerce Consumer Behaviors

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01. E-Commerce Consumer Behaviors • Analysis of E-Commerce Consumer Behaviors

• Needed to establish e-commerce marketing strategy • Needed to understand features of consumers • Needed to understand needs of consumers • Needed to understand responses to marketing mix

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• Features of Commerce Consumer Environments • Needs of cognitive capability • Lack of experiential attribute information • Information provision by hypertext • Importance of online experience

cognitive capability

experiential attribute hypertext online experience


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• Cf. Categories of Products • Exploratory attribute • Experiential attribute • Confidential attribute


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• An Example of Exploratory/Experiential Attribute Information • website of www.womenplus.com

Integrated Internet Marketing, Doohee Lee, Pakyoungsa


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• Cf. Hypertext • Hyperlink • SGML: Standard Generalized Markup Language • HTML: Hyper Text Markup Language • XML: Extensible Markup Language • XRML: Extensible Rule Markup Language

SGML

HTML XML XRML


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• Cf. Markup Language • Tag

<HTML>

<HEAD>

<TITLE>Test01</TITLE>

</HEAD>

<BODY>

HTML의 기본 구조

</BODY>

</HTML>


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Exposure

Caution

Awareness

Response

02. Information Processing of EC Consumer • Information Processing of E-Commerce Consumer

• 1) Exposure • 2) Caution • 3) Awareness • 4) Response

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Exposure

Caution

Awareness

Response

• Information Processing of E-Commerce Consumer • 1) Exposure

• Intentional exposure • Contingent exposure • Optional exposure

02. Information Processing of EC Consumer

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Exposure

Caution

Awareness

Response

• Information Processing of E-Commerce Consumer • 2) Caution

• Focusing on specific exposure


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Exposure

Caution

Awareness

Response

• Information Processing of E-Commerce Consumer • 3) Awareness

• Organizing external stimuli • Meaning to external stimuli


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Exposure

Caution

Awareness

Response

• Information Processing of E-Commerce Consumer • 4) Response

• Cognitive response • Emotional response


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03. Decision Processing of EC Consumer • Decision Processing of E-Commerce Consumer

• 1) Problem cognition • 2) Information exploration • 3) Alternative evaluation • 4) Alternative selection • 5) Behavior

Problem Cognition

Information Exploration

Alternative Evaluation

Alternative Selection

Behavior

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• Decision Processing of E-Commerce Consumer • 1) Problem cognition

Problem Cognition




Behavior

03. Decision Processing of EC Consumer

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• Decision Processing of E-Commerce Consumer • 2) Information exploration

• Internal information exploration • External information exploration

• Cf. Features of external info-exploration • Low cost • Many information resources • High condition-dependency

• Internal condition • External condition

Problem Cognition




Behavior


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• Decision Processing of E-Commerce Consumer • 3) Alternative evaluation

• Process for alternative selection Problem Cognition




Behavior


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• Decision Processing of E-Commerce Consumer • 4) Alternative selection

• Selecting a favorite contentware Problem Cognition




Behavior


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• Decision Processing of E-Commerce Consumer • 5) Behavior

• Satisfaction/dissatisfaction • Buzz marketing

Problem Cognition




Behavior


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• An Example of Waiting Uncertainty


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• An Example of Satisfaction Model • WARS(Web Attention Revisit Satisfaction) by KNP

Integrated Internet Marketing, Doohee Lee, Pakyoungsa


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• Purchasing Behavior of E-Commerce Consumer • Internet as a tool for purchasing

Internet Experience

Internet-using Time

Purchasing Intention


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• Agent Role in Decision Making • Agent

• A computer program to automate mapping a consumer preference with a purchase


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• Agent Role in Decision Making • Role of agent in EC consumer’s decision processing

• Educator for preference-formation • Employee for information retrieval • Advisor for products/services evaluation • Financer for purchasing


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• Agent Role in Decision Making • People who uses agent in decision processing

• Low knowledge on products/services • Young • Enthusiastic about internet

Trust is very important!


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• An Example of Agent • www.enuri.com for electronic products


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05. Influence of EC Consumer Behavior • Influence Factors of EC Consumer Behavior

• Social/cultural factors • Culture, social classes, reference group, family, ...

• Personal factors • Gender, age, location, job, academic ability, income, motive, lifestyle, …

04. e-commerce consumer behaviorscontents.kocw.net/document/2011-2-wku-ecm-04.pdf · 04. (lecture)...

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