This paper attempts to gain a better understanding of consumer behavior on Internet purchases. To address this objective a secondary literature survey was conducted. In the first part, the paper focuses on characteristics of Internet consumers through briefly exploring online demographics and activities, and then through classifying several shopper types. Second, the established five stages model of the consumer decision process is examined in the online shopping context. Third, potential drivers of Internet shopping are derived, focusing on benefits of online shopping, Web loyalty and Web site design quality. The fourth part deals with acceptance barriers to Internet shopping, in particular with general barriers, security issues and privacy concerns. Implications for online marketers are derived after each part of the paper. Finally, several conclusions, a summary of implications and further notes are presented at the end.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 1.1. Motivation and focus
- 1.2. Research methodology
- 2. CHARACTERISTICS OF INTERNET CONSUMERS
- 2.1. The online market
- 2.2. Current demographics
- 2.3. Online activities
- 2.4. Shopper types/segmentation approaches
- 2.4.1. Motivation-based segmentation
- 2.4.2. Benefit-oriented segmentation
- 2.4.3. Adoption-based segmentation
- 2.5. Implications
- 3. CONSUMER DECISION MAKING ON THE INTERNET
- 3.1. Problem recognition
- 3.2. Information search
- 3.2.1. Information quality aspects
- 3.2.2. Price search behavior patterns
- 3.3. Evaluation of alternatives
- 3.3.1. Intelligent shopping agents
- 3.3.2. Virtual communities
- 3.4. Choice/purchase stage
- 3.5. Post purchase stage
- 3.6. Implications
- 4. POTENTIAL DRIVERS OF INTERNET SHOPPING
- 4.1. Benefits of online shopping
- 4.2. Satisfaction and Web brand loyalty
- 4.3. Site design quality
- 4.3.1. Product fit and media richness
- 4.3.2. Atmospheric aspects
- 4.4. Implications
- 5. ACCEPTANCE BARRIERS TO INTERNET SHOPPING
- 5.1. General barriers
- 5.2. Security issues
- 5.3. Privacy issues
- 5.3.1. Privacy perceptions and consumer attitudes
- 5.3.2. Information practices and policies of Web sites
- 5.4. Reducing risk perception
- 5.5. Implications
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to enhance understanding of consumer behavior related to online purchases. It achieves this through a review of secondary literature.
- Characteristics of Internet consumers (demographics, online activities, shopper segmentation).
- The consumer decision-making process in the context of online shopping.
- Drivers of Internet shopping (benefits, loyalty, website design).
- Barriers to Internet shopping (general barriers, security, privacy).
- Implications for online marketers.
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This introductory chapter sets the stage for the research paper, outlining the motivation behind the study and specifying its research methodology. It establishes the focus on understanding consumer behavior in the context of internet purchases and briefly describes the approach taken to achieve this goal. The chapter likely lays the groundwork by defining key terms and establishing the scope of the subsequent analysis.
2. CHARACTERISTICS OF INTERNET CONSUMERS: This chapter delves into the profile of online shoppers. It explores the online market, analyzing current demographics and online activities of consumers. A crucial element is the classification of different shopper types, potentially using motivation-based, benefit-oriented, and adoption-based segmentation approaches. The implications of these findings for online marketers are likely discussed, highlighting how understanding consumer profiles can inform marketing strategies.
3. CONSUMER DECISION MAKING ON THE INTERNET: This chapter examines the five-stage consumer decision-making process (problem recognition, information search, evaluation of alternatives, purchase, and post-purchase) within the context of online shopping. It likely analyzes the unique aspects of each stage in the virtual environment, such as the role of intelligent shopping agents and virtual communities in the evaluation of alternatives, and the challenges of information search and post-purchase evaluation online. The chapter's implications for marketers could relate to optimizing the online consumer journey.
4. POTENTIAL DRIVERS OF INTERNET SHOPPING: This chapter identifies factors that encourage online shopping. The analysis likely focuses on the benefits of online shopping (convenience, price comparison, wider selection), the role of satisfaction and web brand loyalty in driving repeat purchases, and the importance of website design quality (product fit, media richness, atmospheric aspects). The implications for online marketers would likely involve strategies to enhance these drivers to increase sales and customer retention.
5. ACCEPTANCE BARRIERS TO INTERNET SHOPPING: This chapter explores the factors that hinder online shopping adoption. It likely investigates general barriers to online shopping (lack of trust, technical difficulties), security concerns (data breaches, credit card fraud), and privacy issues (data collection, use of personal information). The chapter probably explores ways to reduce risk perception and increase consumer trust in online transactions. Implications for marketers would concentrate on strategies to mitigate these barriers and increase consumer confidence.
Schlüsselwörter (Keywords)
Consumer behavior, Internet shopping, online purchasing, consumer profiles, decision processes, drivers, barriers, online marketing, web loyalty, website design, security, privacy, shopper segmentation.
Frequently Asked Questions: Consumer Behavior and Internet Shopping
What is the main topic of this document?
This document is a comprehensive preview of a research paper analyzing consumer behavior related to online purchases. It covers the characteristics of internet consumers, the online decision-making process, factors driving and hindering online shopping, and implications for online marketers.
What are the key themes explored in this research?
The key themes include: characteristics of internet consumers (demographics, online activities, shopper segmentation); the consumer decision-making process in online shopping; drivers of internet shopping (benefits, loyalty, website design); barriers to internet shopping (general barriers, security, privacy); and implications for online marketers.
What is the research methodology used?
The research methodology is a review of secondary literature. The document does not detail specific methods used to analyze the data, but it suggests a qualitative analysis approach based on existing studies.
How are internet consumers characterized in this research?
The research characterizes internet consumers by examining their demographics, online activities, and segmenting them based on motivations, benefits sought, and adoption levels. It highlights the diversity within the online consumer population.
What are the stages of the consumer decision-making process discussed in relation to online shopping?
The five stages of the consumer decision-making process are discussed: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase. The research analyzes how each stage is unique in the online context, considering aspects like the use of intelligent shopping agents and virtual communities.
What are some key drivers of internet shopping identified in the research?
Key drivers include the convenience and benefits of online shopping, price comparison capabilities, wider product selection, satisfaction with online experiences, web brand loyalty, and the quality of website design (including aspects like product fit, media richness, and atmospheric elements).
What barriers hinder internet shopping adoption, according to the research?
Barriers include general concerns (lack of trust, technical difficulties), security issues (data breaches, credit card fraud), and privacy concerns (data collection and use of personal information). The research also discusses strategies for mitigating these concerns.
What are the implications of this research for online marketers?
The research offers implications for online marketers in terms of understanding consumer profiles to tailor marketing strategies, optimizing the online consumer journey, enhancing drivers of internet shopping, and mitigating barriers to increase consumer confidence and sales. It highlights the importance of addressing security and privacy concerns to build trust.
What are the key chapters covered in the document?
The document previews chapters on Introduction, Characteristics of Internet Consumers, Consumer Decision Making on the Internet, Potential Drivers of Internet Shopping, and Acceptance Barriers to Internet Shopping. Each chapter summary provides a brief overview of its contents.
What are the keywords associated with this research?
Keywords include: Consumer behavior, Internet shopping, online purchasing, consumer profiles, decision processes, drivers, barriers, online marketing, web loyalty, website design, security, privacy, and shopper segmentation.
- Quote paper
- Daniel Springer (Author), 2002, Buying on the Web? Isn't that dangerous? - Consumer Behaviour on Internet Shopping: Consumer Profiles, Decision Processes, Drivers and Barriers in the Virtual Environment -, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/9211
