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Week4 - BUS BUS 462 e-commerce Asst Asst Prof Dr Bar...

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BUS 462 e -commerce commerce Asst Asst. . Prof. Prof. Dr. Barıș Yılmazsoy Dr. Barıș Yılmazsoy Istanbul Istanbul Bilgi Bilgi University University Department of Business Administration E8 -305 305 [email protected] Week 4 E-commerce Marketing Concepts 1
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Consumers Online: The Internet Audience and Consumer Audience and Consumer Behavior Behavior circle5 Around 41.6% of Turkish households have Internet access in 2010 (70% in the U.S.) circle5 Growth rate higher in developing countries; slowed in developed countries circle5 Intensity and scope of use both increasing circle5 Some demographic groups have much higher percentages of online usage than others Gender, age, ethnicity, community type, income, education 2 Source: Laudon and Traver, 2010
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Internet access in Turkey Temel göstergeler, 2007 - 2010 33,4 30,1 25,4 38,0 35,9 30,0 40,1 38,1 41,6 43,2 41,6 30 40 50 % 3 Source: TÜ İ K, 2010 19,7 0 10 20 İ nternet eri ş im imkanı olan hane oranı 16 - 74 ya ş grubu bireylerde bilgisayar kullanım oranı 16 - 74 ya ş grubu bireylerde İ nternet kullanım oranı 2007 2008 2009 2010
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The Internet Audience and Consumer Consumer Behavior Behavior circle5 Purchasing behavior affected by neighborhood circle5 Lifestyle and sociological impacts Use of Internet by children, teens Use of Internet as substitute for other social activities circle5 Media choices Traditional media competes with Internet for attention 4 Source: Laudon and Traver, 2010
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Consumer Consumer Behavior Behavior Models Models circle5 Study of consumer behavior Social science Attempts to explain what consumers purchase and where, when, how much and why they buy circle5 Consumer behavior models Predict wide range of consumer decisions Based on background demographic factors and other intervening, more immediate variables 5 Source: Laudon and Traver, 2010
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A General Model of Consumer Behavior 6 Source: Laudon and Traver, 2010
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Background Demographic Factors circle5 Culture: Broadest impact Subculture (ethnicity, age, lifestyle, geography) circle5 Social Reference groups circle3 Direct reference groups circle3 Indirect reference groups circle3 Opinion leaders (viral influencers) circle3 Lifestyle groups circle5 Psychological Psychological profiles 7 Source: Laudon and Traver, 2010
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The Online Purchasing Decision circle5 Psychographic research Combines demographic and psychological data Divides market into groups based on social class, lifestyle, and/or personality characteristics circle5 Five stages in the consumer decision process: 1. Awareness of need 2. Search for more information 3. Evaluation of alternatives 4. Actual purchase decision 5. Post-purchase contact with firm 8 Source: Laudon and Traver, 2010
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The Consumer Decision Process and Supporting Communications 9 Source: Laudon and Traver, 2010
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A Model of Online Consumer Behavior circle5 Decision process similar for online and offline behavior circle5 General online behavior model Consumer skills Product characteristics Attitudes toward online purchasing Perceptions about control over Web environment
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