电子商务管理视角_CH04消费者行为、市场调研和广告

1Chapter4ConsumerBehavior,MarketResearch,andAdvertisement消费者行为、市场调研和广告2LearningObjectives1.Describethefactorsthatinfluenceconsumerbehavioronline.2.Understandthedecision-makingprocessofconsumerpurchasingonline.3.Describehowcompaniesarebuildingone-to-onerelationshipswithcustomers.4.Explainhowpersonalizationisaccomplishedonline.5.Discusstheissuesofe-loyaltyande-trustinEC.6.DescribeconsumermarketresearchinEC.3LearningObjectives7.DescribeInternetmarketinginB2B,includingorganizationalbuyerbehavior.8.DescribetheobjectivesofWebadvertisinganditscharacteristics.9.DescribethemajoradvertisingmethodsusedontheWeb.10.Describevariousonlineadvertisingstrategiesandtypesofpromotions.11.Describepermissionmarketing,admanagement,localization,andotheradvertising-relatedissues.12.Understandtheroleofintelligentagentsinconsumerissuesandadvertisingapplications.41LearningaboutConsumerBehaviorOnlineAModelofConsumerBehaviorOnlineIndependent(oruncontrollable)variablescanbecategorizedaspersonalcharacteristicsandenvironmentalcharacteristicsIntervening(ormoderating)variablesarevariableswithinthevendors’control.TheyaredividedintomarketstimuliandECsystemsThedecision-makingprocessisinfluencedbytheindependentandinterveningvariables.Thisprocessendswiththebuyers’decisionsresultingfromthedecision-makingprocessThedependentvariablesdescribetypesofdecisionsmadebybuyers51LearningaboutConsumerBehaviorOnline61LearningaboutConsumerBehaviorOnline(1)TheindependentvariablesPersonalcharacteristicsEnvironmentalvariablesSocialvariablesCultural/communityvariablesOtherenvironmentalvariables(2)Theintervening(moderating)variables(3)Thedependentvariables:thebuyingdecisions72TheConsumerDecision-MakingProcessRolespeopleplayinthedecision-makingprocessInitiatorInfluencerDeciderBuyerUser82TheConsumerDecision-MakingProcess1AGenericPurchasing-DecisionModel1.Needidentification2.Informationsearch3.Evaluationofalternatives,4.Purchaseanddelivery5.Post-purchasebehavior92TheConsumerDecision-MakingProcess2ACustomerDecisionModelinWebPurchasingCanbesupportedbybothConsumerDecisionSupportSystem(CDSS)facilitiesandInternetandWebfacilities103MassMarketing,MarketSegmentation,andOne-to-OneMarketing1one-to-onemarketingMarketingthattreatseachcustomerinauniqueway2MassMarketingMarketingeffortstraditionallyweretargetedtoeveryoneTargetedmarketing—marketingandadvertisingeffortstargetedtogroups(marketsegmentation)ortoindividuals(one-to-one)—isabetterapproach113MassMarketing,MarketSegmentation,andOne-to-OneMarketing3marketsegmentationTheprocessofdividingaconsumermarketintologicalgroupsforconductingmarketingresearchandanalyzingpersonalinformation123MassMarketing,MarketSegmentation,andOne-to-OneMarketing133MassMarketing,MarketSegmentation,andOne-to-OneMarketing144Personalization,Loyalty,Trust,andSatisfactioninEC1personalizationThematchingofservices,products,andadvertisingcontentwithindividualconsumersandtheirpreferencesThemajorstrategiesusedtocompileuserprofilesincludethefollowing:SolicitinformationdirectlyfromtheuserObservewhatpeoplearedoingonlineBuildfrompreviouspurchasepatternsMakeinferences154Personalization,Loyalty,Trust,andSatisfactioninECuserprofileTherequirements,preferences,behaviors,anddemographictraitsofaparticularcustomercookieAdatafilethatisplacedonauser’sharddrivebyaremoteWebserver,frequentlywithoutdisclosureortheuser’sconsent,thatcollectsinformationabouttheuser’sactivitiesatasite164Personalization,Loyalty,Trust,andSatisfactioninEC2CustomerLoyaltye-loyaltyCustomerloyaltytoane-tailerorloyaltyprogramsdeliveredonlineorsupportedelectronically174Personalization,Loyalty,Trust,andSatisfactioninEC184Personalization,Loyalty,Trust,andSatisfactioninEC3trustThepsychologicalstatusofwillingnesstodependonanotherpersonororganizationHowtoincreasetrustinECAffiliatewithanobjectivethirdpartyEstablishtrustworthiness194Personalization,Loyalty,Trust,andSatisfactioninEC205MarketResearchforEC1MethodsforConductingMarketResearchOnlineMarketresearchthatusestheInternetfrequentlyisfasterandmoreefficientandallowstheresearchertoaccessamoregeographicallydiverseaudienceWebmarketresearcherscanconductaverylargestudymuchmorecheaplythanwithothermethods215MarketResearchforEC1)WhataremarketerslookingforinECmarketresearch?Whatarethepurchasepatternsforindividualsandgroups(marketsegmentation)?Whatfactorsencourageonlinepurchasing?Howcanweidentifythosewhoarerealbuyersfromthosewhoarejustbrowsing?Howdoesanindividualnavigate—doestheconsumercheckinformationfirstordotheygodirectlytoordering?WhatistheoptimalWebpagedesign?225MarketResearchforEC2)MarketSegmentation235MarketResearchforEC3)Marketresearchforone-to-oneapproachesDirectsolicitationofinformation(surveys,focusgroups)ObservingwhatcustomersaredoingontheWebCollaborativefiltering245MarketResearchforEC255MarketResearchforEC4）ObservingCustomersa.transactionlogsArecordofuseractivitiesatacompany’sWebsiteclickstreambehaviorCustomermovementsontheInternetb.Cookies,WebbugsandspywareCookiesarefrequentlycombinedwithwebbugs,Tinygraph