Understanding What Consumers
Do Online
Contributions of consumer behavior
research to web science
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Online Consumer Behavior - E-Commerce - Lecture Slides, Slides of Fundamentals of E-Commerce
E-Commerce is a growing and dynamic field. It is of special concern for the IT students. Following are the fundamental aspects of these Lecture Slides : Online Consumer Behavior, Contributions, Web Science, Electronic Markets, Behaviordecision Making, Information Search, Perceptions, Technology Acceptance, Preferences, Purchasing Process
Typology: Slides
2012/2013
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Understanding What Consumers
Do Online
Contributions of consumer behavior
research to web science
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
Loyalty Shopping
Perceptions of online
advertising
Preferences
Consumer Behavior 2.
• Relationships
– With companies/products/brands
– Other consumers
– Technology
• Relationship Qualities
• Ending relationships: Defriending, Quitter
• Relationship outcomes
– Influence
– Empowerment
– Identity/Status (see Klout)
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
Trust in CGM Continued
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
Trust in Marketers
How suspicious are you that marketers post positive comments/materials about their own product/service under the guise of being a consumer?
Extremely suspicious Very suspicious Somewhat suspicious Not too suspicious Not suspicious at all
Trust in Providers
CGM providers have effective mechanisms in place to
spot and eliminate false comments
Yes No
% of Online Travelers
Trust in Website Types
Personal Websites
Sharing Websites (Youtube, etc.)
Social Networking Sites
Personal Blogs
Tourism Bureau Website
Third Party (TripAdvisor, etc.)
Company Websites
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?
Types of Companies Befriended
0,0% 20,0% 40,0% 60,0% 80,0%
Hotel Travel Agency Airline/rental car Attractions/theme park Museum Restaurant DMO Travel Community (TripAdvisor) Other
% of Facebook Users Who Befriended a Travel Company
What types of travel-related companies are you a fan of…?
Company Friendships
0,0% 20,0% 40,0% 60,0% 80,0%
Commented on a company post
Shared a post with others
"Liked" a post
Invited others to become fans
Downloaded an application
Posted something on the company wall
Participated in a discussion
% of Facebook Users Who Befriended a Travel Company
Have you done any of the following on the travel company fan page?