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1243013314_Chap003(2) - Virtual Communities Virtual...

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3-1 Virtual Communities Virtual community is a network of members sharing common interests that interact with each other electronically. Examples: IVillage – Women Pricegrabbers.com ; Epinion.com –product comparisons and reviews Flypaper.com – talks about fashion ThisNext.com , Kaboodle.com , Wists.com , StyleHive.com – social shopping that combines shopping and social networking
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3-2
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3-3 Virtual communities Source. Future Trends in Microelectronics and IT , IBM Research from http://www.ibm.com
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3-4 What People Buy Over the Internet Travel PC/Electronics/Toys Books/Software Apparel Home & Garden Jewelry & Watches
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3-5 What Merchandise Will Be Sold Successfully Through Electronic Channel? “Look and See” attributes vs. “Touch and Feel” attributes (?) Degree to which information can be used to predict satisfaction prior to purchase Gifts Services Might not need to “Touch and Feel” “Touch and Feel” not useful - Gifts Superior presentation of “Touch and Feel” Branding
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3-6 How to Sell Over the Internet …and eliminate returns Branding : National brands provide a consistent experience for customers to overcome not being able to touch and feel. The McGraw-Hill Companies, Inc./Jill Braaten, photographer How Can the Electronic Channel Overcome Limitations?
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3-7 How Can the Electronic Channel Overcome Limitations?
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