文档介绍：电子商务--管理新视角 Consumer Behavior, Market Research, and Advertisement
Chapter 4
Consumer Behavior,
Market Research, and
Advertisement
Prentice Hall ? 2006
Learning Objectives
Describe the factors that influence consumer behavior online3>.
Understand the decision-making process of consumer purchasing online.
Describe panies are building one-to-one relationships with customers.
Explain how personalization is plished online.
Discuss the issues of e-loyalty and e-trust in EC.
Describe consumer market research in EC.
Prentice Hall ? 2006
Learning Objectives
Describe marketing in B2B, anizational 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.
Prentice Hall ? 2006
Learning about
Consumer Behavior Online
A Model of Consumer Behavior Online
The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision
Independent (or uncontrollable) variables
Intervening or moderating variables
Dependent variables
Roles people play in the decision-making process:
Initiator
Influencer
Decider
Buyer
User
Prentice Hall ? 2006
The Consumer
Decision-Making Process
A Generic Purchasing-Decision Model
product brokering
Deciding what product to buy
merchant brokering
Deciding from whom (from what merchant) to buy a product
Prentice Hall ? 2006
One-to-One Marketing,
Loyalty, and Trust in EC
one-to-one marketing
Marketing that treats each customer in a unique way
One of the benefits of doing business over the is that it panies to municate with customers and better understand customers’ needs and buying habits
Prentice Hall ? 2006
Exhibit The Ne