1243013314_Chap003(2) - 3-1Virtual CommunitiesVirtual...

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Unformatted text preview: 3-1Virtual CommunitiesVirtual community is a network of members sharing common interests that interact with each other electronically.Examples:IVillage WomenPricegrabbers.com; Epinion.comproduct comparisons and reviewsFlypaper.com talks about fashionThisNext.com, Kaboodle.com, Wists.com, StyleHive.com social shopping that combines shopping and social networking3-23-3Virtual communitiesSource. Future Trends in Microelectronics and IT, IBM Research from http://www.ibm.com3-4What People Buy Over the InternetTravelPC/Electronics/ToysBooks/SoftwareApparelHome & GardenJewelry & Watches3-5What 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 purchaseGiftsServicesMight not need to Touch and FeelTouch and Feel not useful - GiftsSuperior presentation of Touch and FeelBranding3-6How to Sell Over the Internetand eliminate returnsBranding:National brands provide a consistent experience for customers to overcome not being able to touch and feel.The McGraw-Hill Companies, Inc./Jill Braaten, photographerHow Can the Electronic Channel Overcome Limitations?3-7How Can the Electronic Channel Overcome Limitations?...
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1243013314_Chap003(2) - 3-1Virtual CommunitiesVirtual...

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