E-commerce :: essays research papers fc

TABLE OF CONTENTSPage1. Summary 32. Introduction 32.1 E-commerce consumer behaviour sample 33. Intervening Variables 53.1 Customer service 53.2 Advertising 94. Conclusions 135. Bibliography 146. Appendix A Growth in wind vane advertising in millions of dollars per year 15 7. Appendix B Consumer Information Processing Model of Choice 161. SummaryThis report presents briefly the generic e-commerce consumer behavior model. Its task is to show different ways the companies may use to win a customer and increase their profits concentrating on intervening variables delineate in the model as far as E-commerce is concerned. The work is divided into three master(prenominal) parts. The introduction leads in the reader into general consumer behavior model. The main part concentrates on vendor controlled techniques of reaching clients and keeping them with the beau monde and in the end its summing up the figures in the conclusion section. 2. IntroductionThe omnipresent genius of the int ernet and its universal access makes it an excellent platform for communicating more effectively with customers. To become a successful e-business initiative the family has to figure erupt how to lure costumers first and how to keep them without relaying on face-to-face interactions further. For marketers, the consumers are the natural starting-point for all decision-making. The consumers are at the centre of everything the marketing-oriented company does or plans presumably, therefore, understanding how citizenry think and behave in purchase situations is essential to the success of a company. It is impossible to predict all clients decisions but knowing the e-commerce consumer behaviour model alter the firm to increase its sales together with reducing the retailing costs. 2.1 E-commerce consumer behaviour modelEconomists tell us that people buy in order to tap utility and obtain best value for money. Marketers tell us that the decision-making process is not necessarily based on economics. In fact, very a couple of(prenominal) people consistently buy the cheapest version in the product class. The model shows us that final customer decision depends on three factors- Independent variables, the company cannot control or influenceoPersonal characteristics such as age, gender, education, ethnicity, lifestyle, psychological, knowledge, values, personalityoEnvironmental characteristics such as social, cultural, legal, institutional, governmental - Intervening variables, the company can control and influenceoStimulated by market such as price, brand, promotions, advertising, product quality, designoE-commerce systems such as logistical support (payments, delivery), technical support (web design and content, intelligent agents, security), customer service (FAQs, e-mail, call centres, one-to-one contacts)