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【正文】 Trust, and Satisfaction in EC ? 3 trust The psychological status of willingness to depend on another person or anization ?How to increase trust in EC ?Affiliate with an objective third party ?Establish trustworthiness 18 4 Personalization, Loyalty, Trust, and Satisfaction in EC 19 5 Market Research for EC ? 1 Methods for Conducting Market Research Online ?Market research that uses the Inter frequently is faster and more efficient and allows the researcher to access a more geographically diverse audience ?Web market researchers can conduct a very large study much more cheaply than with other methods 20 5 Market Research for EC ?1) What are marketers looking for in EC market research? ? What are the purchase patterns for individuals and groups (market segmentation)? ? What factors encourage online purchasing? ? How can we identify those who are real buyers from those who are just browsing? ? How does an individual navigate—does the consumer check information first or do they go directly to ordering? ? What is the optimal Web page design? 21 5 Market Research for EC ?2) Market Segmentation 22 5 Market Research for EC ? 3) Market research for onetoone approaches ?Direct solicitation of information (surveys, focus groups) ?Observing what customers are doing on the Web ?Collaborative filtering 23 5 Market Research for EC 24 5 Market Research for EC ?4） Observing Customers ? a. transaction logs A record of user activities at a pany’s Web site ?clickstream behavior Customer movements on the Inter ? b. Cookies, Web bugs and spyware ?Cookies are frequently bined with web bugs, Tiny graphics files embedded in messages and in Web sites that transmit information about users and their movements to a Web server ?Spyware is a software that gathers user information over an Inter connection without the user’s knowledge 25 5 Market Research for EC ? c. clickstream data Data that occur inside the Web environment。 they provide a trail of the user’s activities (the user’s clickstream behavior) in the Web site ? d. Web analytics and mining Web mining refers to the use of data mining techniques for discovering and extracting information from web document. Web mining explores both web content and web usage 26 5 Market Research for EC ? e. collaborative filtering A market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy。 known as impressions or page views ? click (clickthrough or ad click) A count made each time a visitor clicks on an advertising banner to access the advertiser’s Web site ? CPM (cost per thousand impressions) The fee an advertiser pays for each 1,000 times a page with a banner ad is shown 35 7 Web Advertising ? conversion rate The percentage of clickers who actually make a purchase ? clickthrough rate (or ratio) The percentage of visitors who are exposed to a banner ad and click on it ? clickthrough ratio The ratio between the number of clicks on a banner ad and the number of times it is seen by viewers。 a pause of a certain length of time ends a visit ? unique visits A count of the number of visitors entering a site, regardless of how many pages are viewed per visit ? stickiness Characteristic that influences the average len
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