文档介绍：E - Marketing 4/E Chapter 7:Consumer Behavior
E-Marketing 4/E
Judy Strauss, Adel I1>. El-Ansary, and Raymond Frost
Chapter 7: Consumer Behavior
7-1
Chapter 7 Objectives
After reading Chapter 7 you will be able to:
Discuss general statistics about the population.
Describe the exchange process and the technological, social/cultural and legal context in which consumers participate in this process.
Outline the broad individual characteristics and consumer resources that consumers bring to the online exchange.
Highlight the four main categories of es that consumers seek from online exchanges.
7-2
The Hanover Story
Hanover Direct’s 4 million customers buy through 12 different catalogs and Web sites.
99% of telephone plete an order; only 2% of all online visitors buy during a visit.
Consumer research revealed several reasons for shopping cart abandonment:
Technical difficulties.
Consumer indecision at final check-out page.
By monitoring online behavior, Hanover has achieved 33% improvement.
Have you ever abandoned an online shopping cart? Why or why not?
7-3
Consumer Behavior
汉诺威公司的故事
如何理解宽带与市场机遇之间的关系?
仔细描述网络经济时代的社会和文化环境。
比较货币成本,时间成本,体力成本,心理成本。
解释网站浏览中的“流畅状态”。
举例说明4项基本活动(联系、娱乐、学习、交易)中所充满的商机
7-3
Consumers in the 21st Century
The has grown faster than any other medium in history.
In 2004, 958 million people had access