C why consumers shop and buy online figure 18 3

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C. Why Consumers Shop and Buy Online [Figure 18-3]Consumers refer to six reasons why they shop and buy online:1.Convenience.
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2.Choice. Choicehas two dimensions:a.Product or service selection offered to consumers.b.Assistance through interactive Internet-enabled technologies:Invites customers to engage in an electronic dialogue with marketers.Makes informed choices.c.Carefully designed search capabilities permit consumers to review products by brand and particular items.3.Customization. Some customers prefer one-of-a-kind items that fit their specific needs:a.Customization.Arises from Internet-enabled capabilities that…Make possible an interactive and individualized information and exchange environment for shoppers and buyers.b.Customerizationis the growing practice of:Customizing a product or service.Personalizing the marketing and overall shopping and buying interaction for each customer.Combining choiceboard and personalization systems, which:Expands the exchange environment beyond a transaction.Makes shopping and buying an enjoyable, personal experience.4.Communication.a.The communicationcapabilities of Internet-enabled technologies takes three forms:Marketer-to-consumer e-mail notification.Consumer-to-marketer buying and service requests.Consumer-to-consumer chat rooms, instant messaging, and social networking websites (Twitter and Facebook).b.The interactive communication capabilities of Internet-enabled technologies:Increase convenience.Reduce information search costs.Permit choice assistance and customization.

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