As discussed in the behaviour analysis, consumers prefer to read and compare short summaries before choosing to read the full description. Quality and amount of product information will compensate for the lack of physical presence, while implementation of timesaving mechanisms and human-based recommendations would encourage product research and purchase. Online pricing strategy may strongly affect consumers in a number of ways. An example used in this paper was Amazon.
This example also implies the importance of online and offline price synchronisation. As illustrated in Figure 10, consumers expect online prices to be lower or equal to those in the physical stores. Failing to satisfy their expectations can reduce their interest in the product and direct their research toward better-priced product with similar or matching features. Journal of Interactive Marketing, 20, Effects of outcome, process and shopping enjoyment on online consumer behaviour.
Electronic Commerce Research and Applications 5 4 , — Journal of Consumer Psychology, 6 2 , Electronic Customer Relationship Management pp. Making consumption decisions by following personal rules. Consumer motives, goals, and desires. Time, Attention, authenticity and consumer benefits of the Web.
Business Horizons, 48, Victoria, Hardie Grant Books. Engaging customer passion with e-CRM. Exploration Entertainment Shopping Information Majority of young adults interviewed for purpose of this research tend to be active information seekers. The following analysis presents both, focus group results and behavioural theory in a parallel fashion divided into two main research topics: Information Retrieval and Search Patterns Perception of Product Information Online These two areas are mutually dependent and particularly important in a market where consumers have the power to choose the right product from a number of competing suppliers.
Information Retrieval and Search Patterns Effect of consumer search behaviour on online promotions Combination of practical tests, survey statistics and one-on-one interviews conducted with a group of volunteers, produced a first-hand insight into behavioural characteristic of the target consumer group.
Stage one — Initial search Fifteen volunteers were shown an unknown brand of a mobile phone were only logo was visible. User eye hot spots in the search engine results. Stage two — Finding the product As the research narrows down, consumers tend to localise the results Example: Consumer search engine drill-down: How far are they willing to go? An interesting fact is that around a third of the interviewed individuals knew very little or nothing about certain aspects of their research due to the nature of the product and rapid changes in technology.
Perception of Product Information Online How consumers see and understand product information online When buying products and services online, consumers are facing two fundamental differences: Amount of time consumers are willing to wait for a page to load.
How long are consumers willing to wait for a reply to an online inquiry? Consumer opinions towards place of purchase — Part 1 A website can traditionally be seen as a place of purchase, however, for consumers it is also a store, a brochure and a sales person, and is expected to serve quickly and perform well.
As visible from the Figure 8, consumers favour almost all timesaving tools such as: Consumer opinions towards place of purchase — Part 2 Summary of Findings Implications with promotion: Consumers use search engines on both global and local level Result pages are scanned for context corresponding to a supplied search term Pace of search decreases in proportion to the depth of the research Intrusive advertising campaigns can create negative image Place of purchase and product information: Static Ads The focus consumer group did not respond well to aggressive advertising methods.
Product Information Main consideration when it comes to product information is segmentation and lack of physical presence. Additional Findings Online pricing strategy may strongly affect consumers in a number of ways. How much are consumers willing to spend on a single purchase? Master your current channel before expanding to other channels. Add others one at a time, mastering them before moving on to more.
Research the promise of each channel unto itself and adopt new ones incrementally. And build yourself a good dashboard that can give you an at-a-glance sense of which channels are performing the best at any given moment, so you can reallocate resources accordingly. The key is to have a full understanding of which channel represents the most financial benefit to the business in absolute terms when a sale is made.
You need to consider any cost that your business needs to spend to get your products into the hands of a happy consumer. For example, it could be that fulfillment costs mean online sales have a lower final margin than in-store; but on the other hand, running the store represents significant overhead costs.
I like to try to think of every touchpoint in the omnichannel approach as part of a longer story. Customers may have come to the site and then they saw retargeting ads, then they may have even seen your product referenced in an article online, and finally came back to the site again and purchased.
I find it really useful to make an ideal customer journey sheet that outlines exactly how I imagine each type of customer interacting with the store all the touchpoints before making a purchase. The most important thing is to match the message across all the channels and present a unique and consistent image to your customers.
You should start by creating an accurate measurement framework that makes it possible to track all the channels and estimate their contribution. By tracking each channel accurately, it is possible to both concentrate on the best performing ones and to personalize customer experience accordingly.
By prioritizing an omni-channel strategy this way, each new step is customer-centric and data-backed rather than just making guesses and hoping it works. When brands think about omnichannel marketing, they should always start with their target customer and audience in mind.
The Facebook groups they rely on for their news. The influencers they follow on Instagram. The podcasts they listen to while on their commute to work. And be relentless at ensuring that you understand their motivations and the channels they use on a daily basis. Are you crushing it on Google Shopping?
Maybe you should consider Amazon as your next channel since the two are very similar product discovery via keywords, price, etc.
Every business must leverage principles, strategies and tactics to be successful. Before employing specific strategies and tactics, get clear on your principles.
Each channel has different capabilities — some are good for strong sales, some for testing, some for unloading obsolete products. Rarely will you find each channel is just another sales channel for equivalent purposes. You can move on to further channels as soon as you understand more about your products and what sells. Start where your ideal customers hang out most. Get into the minds of your customers, learn what their interests and social tendencies are, then show up there first. A company can achieve dramatic, company-wide success with omnichannel retail.
However, a successful omnichannel strategy starts with an innovative culture — one that focuses on how customers shop today, how they buy, and then makes that entire commerce experience seamless for them across all channels. Alternatively, you could test multiple channels at once and find that first big lever.
In terms of stacking, there are other no-brainer campaigns such as Google Shopping ads, branded search keywords, product based search keywords and display retargeting. Being omni-channel is a goal that many retailers and ecommerce stores are pursuing, but only a few of them can achieve. Find out where customers interact with your brand and why. Are they researching products on tablet or mobile or desktop? Where are they buying them? If you know why a certain customer is doing something through a certain channel social, mobile, online, offline , you can send them more targeted and personalized offers and messages.
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Key Factors Influencing Online Consumer Behaviour – Backed By Research Posted on September 21, by Pawel Grabowski in Conversion Rate, Merchandising / Design with 3 Comments You can build what you think is the best store in the world.
This paper aims to identify studies concerning online purchase behavior research published after in the main management information systems (MIS) and electronic commerce journals. These are categorized as studies of website use and online purchase behavior respectively. The review presents a holistic picture of the domain for online consumer behavior.
"Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail is an important book brimming with compelling insights into consumers’ use of social media, virtual worlds, online games, online shopping, and more/5(2). With the evolution of online communication through internet, customers now see online advertisements of various brands. It is fast catching up with the buying behavior of consumers and is a major source of publicity for niche segments and also for established brands. This is the new way of digital.
Provides a contribution to the theoretical debate around the factors influencing the online consumer's behavior and outlines some noticeable similarities and . Consumer Behavior Online Shopping. Consumer Behavior Click and Mortar— Only shop online for research, then go to the physical store to make purchases. ii. Hunter Gatherers— Enjoy going online for the thrill of auctions and bargain hunting. iii. Brand Loyalists– Enjoy going online, but only to look at websites and products they are.