Strauss5eIM07.docx
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Strauss5eIM07.docx
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Strauss5eIM07
Chapter7:
ConsumerBehaviorOnline
LearningObjectives(PPT7-2)
ConsumersintheTwenty-firstCentury
Since1994,theInternethasgrownmorequicklythananyothermediuminhistory.Nearly1billionpeoplearecurrentlyonlineworldwide.However,therearestill5billionpeoplethatarenot.Thischapterwillexaminereasonsforsuchahighrateonnon-onlinecitizensandhowe-marketersareadjustingtothefactthatthepercentageofcitizensonlinemayneverexceed25%.
InsidetheInternetExchangeProcess
Exchangeisabasicmarketingconceptthatreferstotheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.Whenconsumerspurchaseaproduct,theyareexchangingmoneyfordesiredgoodsorservices.
TechnicalContext
Twoimportantdevelopmentsareshapingonlineconsumerbehaviortoday–homeconnectionspeedsandthechanginglandscapeofdigitalreceivingdevicessuchascellphones.OnlinespeedsandthetypeofequipmentusedtoaccesstheInternetdeterminewhetheraconsumeraccesseshighorlowgraphicWebsites.Telematicsisacommunicationsysteminanautomobilethatusesaglobalpositioningsystem(GPS)forinteractivecommunicationbetweenfirmsanddrivers.
SocialandCulturalContexts
TheWebistrainingconsumerstohelpthemselvestoalmostanythingtheywantwhenandwheretheyplease.Someofthesocial/culturaltrendsthatareaffectingonlineexchangesare:
Informationoverload,timepoverty,homeandwork,IwantwhatIwantwhenIwantit,onlineoxygen,self-service,sophisticatedconsumer,privacyanddatasecurity,andonlinecrime.
LegalContext
Inspiteofpiracylaws,illegallyusedsoftwareabounds.InspiteofthenewCan-Spamlaw,thenumberofunsolicitede-mailshasactuallyincreased.However,theRIAA(RecordingIndustryAssociationofAmerica)suedthousandsofillegalmusicfiledownloadersandhadasignificantaffectononlineconsumerbehavior.
IndividualCharacteristicsandResources
Beyondgeneralsocialandculturaltrends,individualsvaryintheironlinebehavior.
IndividualDifferences–Internetusersdifferintheirneedsanddesires,anddifferfromnonusers.Onlineattitudeandskillsvaryindegreeaccordingtowhethertheyareusersornonusers.Differenceswillbeexaminedintheoutline.
ConsumerResources–Consumervalueisthebenefitsminusthecosts(money,timeenergyandpsychiccosts).
Monetary–Debitcards,creditcards,electronicchecks(digitalmoney),splashplasticorPaypal.
Time–Consumerswanttoreceiveappropriatebenefitsforthetimetheyspendonline.Theaverageusergoesonline29timesamonthandisonline49minuteseachtime.
EnergyandPsychicCosts–Sometimesconsumersfeelitistoomuchtroubletoturnonthecomputer,logontotheInternet,andchecke-mail,especiallyfordial-upusers.
InternetExchange–Theactualmomentwhenexchangeoccurs.Bookmarksandhyperlinksinemailsassistconsumersinfindingspecificsites,information,orspecials.
ExchangeOutcomes–Therearefourbasicthingsthatpeopledoonline–connect,enjoy,learnandtrade.Eachisripewithmarketingopportunity.
Connect–TheInternetallowsconsumerstointeractwithindividualsandorganizationsusingtwo-waycommunication.E-mail,chatrooms,Internetphonecallsandvirtualpostcardsarethemostpopularwaysforuserstoconnect.
Create–TheInternethascreatedanabilitytoconnectthathassurpassedallpreviousexpectations.Siteslike,,andallowuserstoconnectinvirtuallyanymeanspossible.
Enjoy–TheInternetisasourceofenjoymentformanyconsumers.ExpertsbelievethattheInternetwillbecomeconsumer’smainsourceofentertainmentwithinthenextfewyears,overtakingthetelevision.
Learn–Consumerscanaccessinformationtolearnthingsinsuchcategoriesas:
news,drivingdirections,travelinformation,jobs,weather,sports,andradiobroadcasts.
Trade–Mostconsumersshop,buyorconductothertransaction-orientedactivitiesonline.Somewherebetween65%and87%ofInternetusersintheU.S.havepurchasedproductsontheWeb.
ChapterSummary
TheInternethasgrownmorequicklythananyothermediuminhistory.In2007,1.2billionpeoplehadaccesstotheInternet,representing19%oftheglobalpopulation.Yet5.4billionotherpeoplearenotonline,duetosocialandcultural,technological,andlegalandpoliticalissues,aswellastheideathatmanyactivitiescannotbereplacedbytheInternet.
Thebasicmarketingconceptofexchangereferstotheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.Individualconsumersbringtheirowncharacteristicsandpersonalresourcestotheprocessastheyseekspecificoutcomesfromanexchange.Allofthisoccurswithinatechnological,social/cultural,andlegalcontext.AmongtheU.S.social/culturaltrendsaffectingonlineexchangesareconsumers’paramounttrustineachother,consumersophistication,informationoverload,multitasking,IwantwhatIwantwhenIwantit,homeandworkboundaryblur,onlineoxygen,andconcernsaboutprivacy,datasecurity,andonlinecrime.
Internetuserstentohaveamorepositiveattitudetowardtechnologyandbemoreadeptandexperiencedwithcomputerusage.GenderaffectsattitudestowarduseofInternettechnology,andageandethnicitycanalsoaffectInternetusage.Onlineshopperstendtobemoregoalorientedandbeeitherconvenienceorpriceoriented.Finally,broadbandconnectivitymeanstheabilitytowatchvideosandlistentomusiconline.
Thefourmaincoststhatconsumersexchangeforbenefitsaremoney,time,energy,andpsychiccosts.TheInternetexchangecanbefacilitatedbybrowserbookmarks,e-mailmessageswithhyperlinks,andautomatede-mailsfromWebsitesseekingtoattractvisitors.Themainconsumeractivitiesonlinecanbecategorizedbythesegeneraloutcomes:
connect,create,enjoy,learn,andtrade.Eachoutcomerepresentsamarketingopportunityforsavvye-marketers.
ChapterOutline
OpeningVignette:
TheCustomer’sStory(PPT7-3,7-4)
HavetheclassreadtheopeningvignetteontheonehourlookatyoungJustin.ExplorethedifficultiesJustin’sshortattentionsspancancauseinbuildingbrandawareness.Doyouhaveanyspecificexamplesofcompany’sthathavedoneagoodjobofmarketingthemselvesonline?
Company’sthathavedoneapoorjobofmarketingthemselvesonline?
HowmightSEO(searchengineoptimization)enhancetheonlinemarketing?
I.ConsumersintheTwenty-firstCentury(PPT7-5,7-6)
A.Users
1.Almost1billionpeopleonline
2.Hasbecomethefastestgrowingmediuminhistory
3.5billionpeoplenoonline
a.SomesayhavenoneedforInternet
b.Social,cultural,technological,legal,andpoliticalissues
4.E-marketershavetoadapt
II.InsidetheInternetExchangeProcess(PPT7-8,7-9)
Exchangeisabasicmarketingconceptthatreferstotheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.
A.TechnologicalContext–TheInternethasmovedfromnoveltytoutilityintheUnitedStates.(PPT7-10)
1.Homeconnectionspeeds
a.71%ofAmericansconnectwithbroadband
b.Broadbandconsumershavedifferentbehaviors
i.Enjoymoremultimediagames
ii.Music
iii.Entertainment
c.Dialupcustomersaccess:
i.News
ii.Weather
iii.Stockquotes
iv.Otherlowgraphicdataservices
2.ThechanginglandscapeoftheInternetwithBroadbandInternetservice
a.Receivingappliancesareconverging
i.PC
ii.Electronicpager
iii.Faxmachine
iv.iTV
v.PDA
vi.Cellphones
b.Telematics
i.Acommunicationsysteminanautomobilethatusesaglobalpositioningsystem(GPS)forinteractivecommunication
ii.Allowsfordirectionsoremergencyhelp
B.SocialandCulturalContexts–thefollowingaregeneralsocial/culturaltrendshavingahugeaffectonexchanges(PPT7-12,7-13)
1.SophisticatedUsers
a.Incontrol
b.Havechoices
c.
2.Informationoverload
a.Createsanattentioneconomy
b.Infiniteinformation
c.Demandislimitedbyhumancapacity
3.Timepoverty
a.Createsmultitaskingandspeedsupnormalprocesses
b.Contributestoastressfulenvironmentinwhichconsumersreactbadly
4.Multi-tasking
a.Millenials
b.InternetandTVcombination
5.HomeandWork
a.Boundariesaredissolving
b.Personaltasksaredoneatwork
6.IwantwhatIwantwhenIwantit
a.Anywhere,anytimeconvenience
b.24x7x365availability
c.72%ofAmericansrankedconvenienceasthemostimportantfactoraffectingdecisionsaboutwheretoshop
7.OnlineOxygen
a.ManyconsumerscannotdowithoutInternetaccess
b.Email,Websitesorchatrooms
8.Self-service–empoweredcustomerswantto:
a.Logon
b.Makepurchases
c.Trackpackageshipments
d.Checktheiraccounts
e.Makeinquiresanytime,anywhere
9.Privacyanddatasecurity
a.Wantinformationkeptprivateandconfidential
b.Don’twanttobebotheredbysalescalls
c.Wanttosafeguardchildren
10.Onlinecrime
a.TheInternetishometo958millionpeople
b.Internetfraudiscommon
C.LegalContext(PPT7-14)
1.Ethicalandlegalfactorshaveaquantifiableaffectonconsumers
a.Inspiteofpiracylaws,illegallyusedsoftwareabounds
b.InspiteoftheCAN-SPAMact,thenumberofunsolicitede-mailshasincreased
2.RIAAsuedthousandsofillegalmusicfiledownloadconsumers
D.IndividualCharacteristicsandResources–(PPT7-15)
Somevariancesarebasedondifferencesincharacteristics(demographicsandattitudes),andsomearebasedontheresourcesconsumersbringtotheexchangeprocess
1.IndividualDifferences–Internetusershaveseveralcharacteristicsthatnonusersdonot.Similarly,usersdifferinthe
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