《网络营销》课程教学课件（英文）Chapter 7 Consumer Behavior

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter7:ConsumerBehavior1000007001070100111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 7-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 7: Consumer Behavior

Chapter 7 ObjectivesAfterreadingChapter7youwill beableto:. Discuss general statistics about the Internetpopulation.. Describe the Internet exchange process and thetechnological,social/culturaland legal context in whichconsumers participate in this process.Outlinethebroadindividualcharacteristicsandconsumerresources that consumers bring to theonlineexchangeHighlightthe fourmain categoriesof outcomesthatconsumers seekfrom onlineexchanges170010701001111010000100101110100102006PrenticeH

©2006 Prentice Hall 7-2 Chapter 7 Objectives • After reading Chapter 7 you will be able to: • Discuss general statistics about the Internet population. • Describe the Internet 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 outcomes that consumers seek from online exchanges

The Hanover Story.HanoverDirect's 4million customers buy through12differentcatalogsandWeb sites.99%oftelephonecustomerscompleteanorderonly2%ofall onlinevisitorsbuyduringavisit·Consumerresearchrevealed severalreasonsforshopping cart abandonment.Technical difficulties·Consumer indecision at final check-out pageBymonitoringonlinebehavior,Hanoverhasachieved33%improvement.Have you ever abandoned an online shopping cart?Why or why not?070010101001111010000100101110100102006Prenticeh

©2006 Prentice Hall 7-3 • Hanover Direct’s 4 million customers buy through 12 different catalogs and Web sites. • 99% of telephone customers complete 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? The Hanover Story

Consumers in the 21st CenturyTheInternethasgrownfasterthananyothermedium inhistoryln2004,958millionpeoplehadaccessrepresenting16%of theglobal populationInternetusageindevelopednationshasreachedacriticalmass,leadingmarketerstoaskmoreguestionsaboutconsumerbehavioron the Internet.000700017000000070707000C2006PrenticeHal

©2006 Prentice Hall 7-4 • The Internet has grown faster than any other medium in history. • In 2004, 958 million people had access, representing 16% of the global population. • Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the Internet. Consumers in the 21st Century

The Internet Exchange ProcessExchange refers totheact of obtainingadesiredobjectbyofferingsomething inreturnExchangeoccurswithinatechnological,social/cultural,andlegalcontext.Technological,Social/CulturalandLegalContextOutcomesConnectIndividualInternetEnjoyCharacteristicsExchangeLearnResourcesTradeMarketingStimuli0000000000000000070707070C2006PrenticeHal10

©2006 Prentice Hall 7-5 • Exchange refers to the act of obtaining a desired object by offering something in return. • Exchange occurs within a technological, social/cultural, and legal context. The Internet Exchange Process Technological, Social/Cultural and Legal Context Individual Characteristics Resources Internet Exchange Outcomes Connect Enjoy Learn Trade Marketing Stimuli

Technological Context35%of onlineAmericansconnecttotheInternetwitha broadband connectionBroadbandhasincreasedby2o%inthepast2years.TheU.S.isonlythe 1othlargestbroadbandmarket.Broadbandusersexhibitdifferentonlinebehaviorthan those using mobile handhelddevices ordial up7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 7-6 Technological Context • 35% of online Americans connect to the Internet with a broadband connection. • Broadband has increased by 20% in the past 2 years. • The U.S. is only the 10th largest broadband market. • Broadband users exhibit different online behavior than those using mobile handheld devices or dial up

Top Broadband Country Markets22.5%UnitedStates23.1%SwitzerlandBelgium24.7%Denmark25.7%Kunog28.0%Japan28.6%SingaporeCanada36.2%Taiwan43.2%150.3%Hong Kong70.5%SouthKorea0%10%20%30%40%50%60%80%70%BroadbandPenetration00000700107010011170100001000111010010C2006PrenticeHall010

©2006 Prentice Hall 7-7 Top Broadband Country Markets 70.5% 50.3% 43.2% 36.2% 28.6% 28.0% 25.7% 24.7% 23.1% 22.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% South Korea Hong Kong Taiwan Canada Singapore Japan Denmark Belgium Switzerland United States Country Broadband Penetration

Social and Cultural ContextsSocial/culturaltrendshaveahugeeffectononlineexchangesInformationoverloadoverwhelmsconsumers.Timepovertycreates multitasking and contributestoa stressfulenvironment·Home and work boundariesaredissolving·Consumers seek convenience and have highexpectations regarding customer service.Consumers cannot do without Internet access.“"onlineoxygen."7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 7-8 Social and Cultural Contexts • Social/cultural trends have a huge effect on online exchanges. • Information overload overwhelms consumers. • Time poverty creates multitasking and contributes to a stressful environment. • Home and work boundaries are dissolving. • Consumers seek convenience and have high expectations regarding customer service. • Consumers cannot do without Internet access: “online oxygen

Social and Cultural Contexts, cont.Self-serviceisrequiredSophisticatedconsumersknowtheyareincontrolandhavechoicesPrivacyanddatasecurityareparamount.Onlinecrimeworriesconsumers1000007000100000700707070070C2006PrenticeHall

©2006 Prentice Hall 7-9 Social and Cultural Contexts, cont. • Self-service is required. • Sophisticated consumers know they are in control and have choices. • Privacy and data security are paramount. • Online crime worries consumers

Legal ContextLegalfactorswerediscussedinChapter5Despitepiracylaws,illegallyusedsoftwareabounds.InspiteofthenewCan-Spamlaw,thenumberof unsolicitedemailshasincreased.However,whenthe recording industry suedthousands of illegal music file downloaders,consumer behaviorchanged..In2002.37%ofonlineconsumerssharedmusicfiles.Only23%sharedfilesin20041001010100111701000010001110100102006PrenticeHa

©2006 Prentice Hall 7-10 • Legal factors were discussed in Chapter 5. • Despite piracy laws, illegally used software abounds. • In spite of the new Can-Spam law, the number of unsolicited emails has increased. • However, when the recording industry sued thousands of illegal music file downloaders, consumer behavior changed. • In 2002, 37% of online consumers shared music files. • Only 23% shared files in 2004. Legal Context