eBook Online Consumer Behavior
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TABLE OF CONTENTS Preface.......................................................................................................................................1 Part I. E-COMMERCE, THE MODERN FORM OF BUSINESS.................................4 I.1. Traditional trade and commerce……………….................…………………………….4 I.2. The forms and contents of e-commerce........…………………………………………..10 I.3. Technology and e-commerce infrastructure……………………............……………..15 I.4. The advantages of e-commerce compared with the traditional commerce………….18 Part II. THEORETICAL CONCEPTS ON THE CONSUMER IN VIRTUAL ENVIRONMENT……………………………………………………………………………20 II.1. The concept and dimensions of online consumer behavior………………………….20 II.2. Research on the online buyer profile............................................................................26 II.3. The evolution of consumer behavior in virtual environment………...………..……31
Part III. APPLIED RESEARCH ON THE BEHAVIOR OF ONLINE CONSUMER....37 III.1. Research methodology………....................................…….………………………….37 III.2. Analysis and interpretation of the information…………….…………………….…39 III.3. Research results………………………….………………….........…………………...51
BIBLIOGRAPHY………………………………………………………………………….52
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Preface
The research conducted in this paper, analyzes a relatively new concept in the economy of online marketing, the consumer behaviour in the online environment. Due to the fact that in the literature including online marketing so far has not established until now a universally accepted definition of consumer behavior online, we find that highlighting this concept can be the most obvious reference to the characteristics and specificities derived from the purchase of the Internet environment. The paper is structured in three chapters and a study of quantitative analysis, concerning the analysis of purchasers trends in the Romanian online enviroment. The first part presents concepts that refer to electronic commerce that, unlike traditional commerce, virtual environment involves the characteristic specificities. Electronic commerce is global whereas (involving companies and clients around the world) not everyone can make e-commerce as it involves an act of intelligence (such as knowledge of computer programming and operation fairly advanced) and it’s characterized as an environment of insecurity (the Internet has not been designed to supervise safe transactions, being permanent target of information attacks). In this situation, the online trader must be aware of what's new in the field of information security that must protect him in the virtual environment. This chapter informs us about the concepts and notions that are operating in ecommerce, there are presented forms of commerce most obvious of online environment, such as: B2C Business – to – Consumer, B2B Business – to –Business, C2C: Consumer – to – Consumer, C2B: Consumer – to –Business, Non – Business, and when the electronic market is consumer-oriented (B2C model) describes most obviously the situation. The second part of the paper presents the dynamics and characteristics of consumer online buying behavior. The connection with the potential customer through the online environment is achieved through technical information elements. It would be impossible to analyze online consumer behavior if he’s not an advised person in navigating the Internet. Online retailers can not be successful unless they know the characteristics of the environment in which potential customers enter to purchase a product or an information. Understanding the psychology of purchasers and building an effective content strategy to reach them are essential for achieving success in the online environment. To attract a significant number of online buyers, specialists in online marketing, must build the buyer's personality profile. For this we need to know in detail the things that matter for each buyer profile. First of all, which are the words and expressions used by online buyers in the search engines? Such as semantic analysis of words for the online activity and their correlation with terms that are popular search engines in that field of activity. For example, a potential buyer of books on the Internet, will obviously use through the Google.com search engine, words that best describe the informational needs of the
potential buyer. Therefore, the knowledge of specific psychology of each buyer profile is essential to reach them. Its identification undertake, with the help of an online market study that analyzes personalized semantics expressing needs of users. The results are obvious and are expressed either in: -loyalty of Internet users; -adding new keywords for the users to get better search results; -increased sales. Increase site traffic and therefore customers online portfolio is determined by how well the information in the site are highlighted, by the organization of keywords that got on top search engine position. In conclusion, the SEO site promotion on the Internet can significantly raise the number of visitors and increase sales on the Internet. Contributors: Author: Nicolae Ungureanu Translator: Gherase Mădălina
TABLE OF CONTENTS Preface.......................................................................................................................................1 Part I. E-COMMERCE, THE MODERN FORM OF BUSINESS.................................4 I.1. Traditional trade and commerce……………….................…………………………….4 I.2. The forms and contents of e-commerce........…………………………………………..10 I.3. Technology and e-commerce infrastructure……………………............……………..15 I.4. The advantages of e-commerce compared with the traditional commerce………….18 Part II. THEORETICAL CONCEPTS ON THE CONSUMER IN VIRTUAL ENVIRONMENT……………………………………………………………………………20 II.1. The concept and dimensions of online consumer behavior………………………….20 II.2. Research on the online buyer profile............................................................................26 II.3. The evolution of consumer behavior in virtual environment………...………..……31
Part III. APPLIED RESEARCH ON THE BEHAVIOR OF ONLINE CONSUMER....37 III.1. Research methodology………....................................…….………………………….37 III.2. Analysis and interpretation of the information…………….…………………….…39 III.3. Research results………………………….………………….........…………………...51
BIBLIOGRAPHY………………………………………………………………………….52
www.documentezpentrutine.ro.
Preface
The research conducted in this paper, analyzes a relatively new concept in the economy of online marketing, the consumer behaviour in the online environment. Due to the fact that in the literature including online marketing so far has not established until now a universally accepted definition of consumer behavior online, we find that highlighting this concept can be the most obvious reference to the characteristics and specificities derived from the purchase of the Internet environment. The paper is structured in three chapters and a study of quantitative analysis, concerning the analysis of purchasers trends in the Romanian online enviroment. The first part presents concepts that refer to electronic commerce that, unlike traditional commerce, virtual environment involves the characteristic specificities. Electronic commerce is global whereas (involving companies and clients around the world) not everyone can make e-commerce as it involves an act of intelligence (such as knowledge of computer programming and operation fairly advanced) and it’s characterized as an environment of insecurity (the Internet has not been designed to supervise safe transactions, being permanent target of information attacks). In this situation, the online trader must be aware of what's new in the field of information security that must protect him in the virtual environment. This chapter informs us about the concepts and notions that are operating in ecommerce, there are presented forms of commerce most obvious of online environment, such as: B2C Business – to – Consumer, B2B Business – to –Business, C2C: Consumer – to – Consumer, C2B: Consumer – to –Business, Non – Business, and when the electronic market is consumer-oriented (B2C model) describes most obviously the situation. The second part of the paper presents the dynamics and characteristics of consumer online buying behavior. The connection with the potential customer through the online environment is achieved through technical information elements. It would be impossible to analyze online consumer behavior if he’s not an advised person in navigating the Internet. Online retailers can not be successful unless they know the characteristics of the environment in which potential customers enter to purchase a product or an information. Understanding the psychology of purchasers and building an effective content strategy to reach them are essential for achieving success in the online environment. To attract a significant number of online buyers, specialists in online marketing, must build the buyer's personality profile. For this we need to know in detail the things that matter for each buyer profile. First of all, which are the words and expressions used by online buyers in the search engines? Such as semantic analysis of words for the online activity and their correlation with terms that are popular search engines in that field of activity. For example, a potential buyer of books on the Internet, will obviously use through the Google.com search engine, words that best describe the informational needs of the
potential buyer. Therefore, the knowledge of specific psychology of each buyer profile is essential to reach them. Its identification undertake, with the help of an online market study that analyzes personalized semantics expressing needs of users. The results are obvious and are expressed either in: -loyalty of Internet users; -adding new keywords for the users to get better search results; -increased sales. Increase site traffic and therefore customers online portfolio is determined by how well the information in the site are highlighted, by the organization of keywords that got on top search engine position. In conclusion, the SEO site promotion on the Internet can significantly raise the number of visitors and increase sales on the Internet. Contributors: Author: Nicolae Ungureanu Translator: Gherase Mădălina
