消費(fèi)者行為市場調(diào)研和廣告-文庫吧資料
2025-01-26 18:02本頁面
【正文】 ngrelated issues. the role of intelligent agents in consumer issues and advertising applications. 3 1 Learning about Consumer Behavior Online ? A Model of Consumer Behavior Online ? Independent (or uncontrollable) variables can be categorized as personal characteristics and environmental characteristics ? Intervening (or moderating) variables are variables within the vendors’ control. They are divided into market stimuli and EC systems ? The decisionmaking process is influenced by the independent and intervening variables. This process ends with the buyers’ decisions resulting from the decisionmaking process ? The dependent variables describe types of decisions made by buyers 4 1 Learning about Consumer Behavior Online 5 1 Learning about Consumer Behavior Online ?(1) The independent variables ? Personal characteristics ? Environmental variables ? Social variables ? Cultural/munity variables ? Other environmental variables ?(2) The intervening (moderating) variables ?(3) The dependent variables: the buying decisions 6 2 The Consumer DecisionMaking Process ? Roles people play in the decisionmaking process ?Initiator ?Influencer ?Decider ?Buyer ?User 7 2 The Consumer DecisionMaking Process ? 1 A Generic PurchasingDecision Model identification search of alternatives, and delivery behavior 8 2 The Consumer DecisionMaking Process ? 2 A Customer Decision Model in Web Purchasing ?Can be supported by both Consumer Decision Support System (CDSS) facilities and Inter and Web facilities 9 3 Mass Marketing, Market Segmentation, and OnetoOne Marketing ? 1 onetoone marketing Marketing that treats each customer in a unique way ? 2 Mass Marketing ? Marketing efforts traditionally were targeted to everyone ? Targeted marketing—marketing and advertising efforts targeted to groups (market segmentation) or to individuals (onetoone)—is a better approach 10 3 Mass Marketing, Market Segmentation, and OnetoOne Marketing ? 3 market segmentation The process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information 11 3 Mass Marketing, Market Segmentation, and OnetoOne Marketing 12 3 Mass Marketing, Market Segmentation, and OnetoOne Marketing 13 4 Personalization, Loyalty, Trust, and Satisfaction in EC ? 1 personalization The matching of services, products, and advertising content with individual consumers and their preferences ?The major strategies used to pile user profiles include the following: ?Solicit information directly from the user ?Observe what people are doing online ?Build from previous purchase patterns ?Make inferences 14 4 Personalization, Loyalty, Trust, and Satisfaction in EC ? user profile The requirements, preferences, behaviors, and demographic traits of a particular customer ? cookie A data file that is placed on a user’s hard drive by a remote Web server, frequently without disclosure or the user’s consent, that collects information about the user’s activities at a site 15 4 Personalization, Loyalty, Trust, and Satisfaction in EC ? 2 Customer Loyalty ?eloyalty Customer loyalty to an etailer or loyalty programs delivered online or supported electronically 16 4 Personalization, Loyalty, Trust, and Satisfaction in EC 17 4 Personalization, Loyalty,
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