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INTRODUCTIONBackgroundThe internet is being developed rapidly since last two decades, and with relevantdigital economy that is driven by information technology also being developedworldwide. After a long term development of internet, which rapidly increased webusers and highly speed internet connection, and some new technology also havebeen developed and used for web developing, those lead to firms can promote andenhance images of product and services through web site. Therefore, detailedproduct information and improved service attracts more and more people changedtheir consumer behaviour from the traditional mode to more rely on the internetshopping. On the other hand, more companies have realized that the consumer behaviourtransformation is unavoidable trend, and thus change their marketing strategy. Asthe recent researches have indicated that, the internet shopping particularly inbusiness to consumer (B2C) has risen and online shopping become more popular tomany people. According to the report, The Emerging Digital Economy II, publishedby the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company havereached 18 million dollars sales through the internet during the first quarter of 1999.As a result, about 30% of its 5.5 billion dollars total sales were achieved through theinternet (Moon, 2004).Therefore, to understand internet shopping and its impact on consumer behaviourcould help companies making use of it as a form of doing e-business. There aremany reasons for such a rapid developing of internet shopping, which mainly due tothe benefits that internet provides. First of all, the internet offers different kind ofconvenience to consumers. Obviously, consumers do not need go out looking forproduct information as the internet can help them to search from online sites, and italso helps evaluate between each sites to get the cheapest price for purchase.Furthermore, the internet can enhance consumer use product more efficiently andeffectively than other channels to satisfy their needs. Through the different searchengines, consumers save time to access to the consumption related information,and which information with mixture of images, sound, and very detailed textdescription to help consumer learning and choosing the most suitable product(Moon, 2004). However, internet shopping has potential risks for the customers, such as paymentsafety, and after service. Due to the internet technology developed, internet paymentrecently becomes prevalent way for purchasing goods from the internet. Internet
payment increase consumptive efficiency, at the same time, as its virtual propertyreduced internet security. After service is another way to stop customer shoppingonline. It is not like traditional retail, customer has risk that some after service shouldface to face serve, and especially in some complicated goods.