This study focuses on consumer behaviour in relation to internet marketing. There is a relationship between consumer participating on online marketing and their behavioural perspective. For instance, the behavioural perspective of consumers towards e-shopping varies depending on several factors. First, it is based on the media system dependent theory which explains dependency relationships between individuals and the medium of communication. It is also based on the perceived usefulness of e-shopping in meeting and understanding ones society or self, orientation meaning actions or interactions of consumers and finally it depends on play that deals with e-shopping and interactive goals. For example, using an email survey that focused on166 respondents that were randomly picked from the staff, faculty, and student population in a mid-western university in US studied, the influence of consumer behaviour on online business, chatting with friends, and news reading was empirically tested. Averagely consumers surveyed had purchased eight various products online in the last seven months, spent twenty minutes in daily reading news online, and ten minutes were spent on net chatting with clients. The consumers also portray positive attributes towards e-shopping and overall e-commerce. This report thus seeks to analytical research on how consumer behaviour can be used on internet marketing.
Table of Contents
1. An abstract
2. Introduction
3. The Aim/S of the Study
4. Theoretical Approaches in achieving goals met through media
5. Goal Dimensions of Media dependent Relationship
6. Internet Media System Dependency Theory
7. Internet Activities
8. Consumer behavior and Online Shopping
9. Research Findings
10. Recommendation and Conclusions
Research Objectives and Themes
This study investigates the relationship between consumer behavior and internet marketing, specifically examining how personal and social goals influence online activities such as e-shopping, news consumption, and social networking. The research seeks to understand the motivational factors driving online usage and to provide recommendations for business firms to optimize their productivity within the digital marketplace.
- Application of Media System Dependency (MSD) theory to online consumer behavior.
- Analysis of goal dimensions (understanding, orientation, and play) in digital environments.
- Empirical evaluation of online activities and purchasing patterns.
- Examination of demographic and motivational variables in internet shopping.
- Strategic insights for firms to improve online marketing and consumer engagement.
Excerpt from the Book
Internet Media System Dependency Theory
In IMSD theory a media dependency relationship is process where there is satisfaction of consumer needs and the attainment of media goals by the individuals is dependent on the resources of the other party (Pastore, 1999). An Individual has to depend on media information resources so that they can attain their various goals. When we talk of information resources we mean media products, commercial and advertisement information. The perceived assistance by the media to achieve business goals is determined by the strength of media dependency relations. A wide range of individual goals, understanding the social and self, orientation which means interaction and action, and play (social/solitary) benefits which may be attained through media resources as Noack (2003) stated. To understand goals, involve dealing with people’s needs and understanding the world around themselves.
Orientation focuses on the demand of behaving right when interacting with others as well as a person’s behavioural and decision making and play goals is interested with the demands for escapism as well as entertainment (Noack, 2003). The good thing with these goal dimensions is that though they are exhaustive they behave in a mutual exclusion which means more than one goal can easily be activated using the same medium. With intensity and the scope of the goals their determination is based on how the media resources are exclusive in achieving these goals, they also differ depending various individual or differ with the same person after some time (Pastore, 1999).
Summary of Chapters
An abstract: Provides an overview of the study's focus on consumer behavior in internet marketing and summarizes the empirical research involving 166 respondents.
Introduction: Establishes the context of online consumer behavior, suggesting that internet usage is purposive and goal-oriented rather than ritualistic.
The Aim/S of the Study: Outlines the primary goal of addressing behavioral challenges in online media to help firms increase productivity.
Theoretical Approaches in achieving goals met through media: Discusses the Use and Gratification approach and Media System Dependency theory as foundations for the study.
Goal Dimensions of Media dependent Relationship: Explores the linkage between specific goal dimensions and their respective online activities.
Internet Media System Dependency Theory: Details the conceptual framework of how individuals rely on media resources to satisfy their personal and social needs.
Internet Activities: Examines common internet activities like shopping, news reading, and chatting, and identifies factors that promote these behaviors.
Consumer behavior and Online Shopping: Reviews historical perspectives and survey data regarding the growth of e-commerce and the profile of online shoppers.
Research Findings: Presents the results concerning interdependency between media and individuals, particularly noting differences among age groups.
Recommendation and Conclusions: Offers four key factors that influence consumer behavior and provides strategic recommendations for future research and digital marketing practice.
Keywords
Consumer Behavior, Internet Marketing, Media System Dependency Theory, E-Shopping, Online Activities, Goal Dimensions, Digital Strategy, Consumer Needs, Media Environment, Information Resources, Online Purchasing, User Engagement, Marketing Productivity.
Frequently Asked Questions
What is the fundamental focus of this research?
The research explores the relationship between consumer behavior and internet marketing, focusing on how individuals use the internet to meet their personal and social goals.
What are the primary themes discussed in the study?
Key themes include Media System Dependency (MSD) theory, goal dimensions (understanding, orientation, play), the nature of online activities, and the factors influencing e-commerce adoption.
What is the central research question or aim?
The study aims to identify the behavioral challenges consumers face in online environments and to provide actionable recommendations for businesses to improve their marketing productivity.
Which scientific methodologies are employed?
The study uses a theoretical framework based on Media System Dependency (MSD) and validates this through an empirical analysis involving an email survey of 166 respondents from a U.S. university.
What topics are covered in the main body of the text?
The text covers theoretical frameworks, goal dimensions, an analysis of online activities, a review of e-commerce trends, and empirical findings regarding consumer behavior.
Which keywords best characterize the work?
Key terms include Consumer Behavior, Internet Marketing, Media System Dependency, E-Shopping, and Online Purchasing.
How does the "play" dimension influence online activities according to the study?
The "play" dimension, which covers entertainment and escapism, is closely linked to activities like chatting and informal browsing, serving as a primary motivator for many internet users.
What role do demographic factors play in online shopping behavior?
The study notes that while demographics like age and income were historically considered important, their influence on online shopping is complex and sometimes contradictory compared to the impact of media dependency.
Why does the author recommend longitudinal analysis for future research?
Longitudinal analysis is recommended to better track the evolving relationships between consumers and internet services over time, moving beyond the limitations of cross-sectional data.
- Quote paper
- Lucy Adams (Author), 2010, Consumer Behaviour Theory In Internet Marketing, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/269957
