The research conducted in this paper, analyzes a relatively new concept in theeconomy of online marketing, the consumer behaviour in the online environment.
Due to thefact that in the literature including online marketing so far has not established until now auniversally accepted definition of consumer behavior online, we find that highlighting thisconcept can be the most obvious reference to the characteristics and specificities derivedfrom the purchase of the Internet environment.The paper is structured in three chapters and a study of quantitative analysis,concerning the analysis of purchasers trends in the Romanian online enviroment.
The first part presents concepts that refer to electronic commerce that, unliketraditional commerce, virtual environment involves the characteristic specificities.Electronic commerce is global whereas (involving companies and clients around theworld) not everyone can make e-commerce as it involves an act of intelligence (suchas knowledge of computer programming and operation fairly advanced)and it’s characterized as an environment of insecurity (the Internet has not been designed tosupervise safe transactions, being permanent target of information attacks). In thissituation, the online trader must be aware of what's new in the field of informationsecurity that must protect him in the virtual environment.This chapter informs us about the concepts and notions that are operating in e-commerce, there are presented forms of commerce most obvious of online environment,such as: B2C Business – to – Consumer, B2B Business – to –Business, C2C: Consumer – to –Consumer, C2B: Consumer – to –Business, Non – Business, and when the electronicmarket is consumer-oriented (B2C model) describes most obviously the situation.The second part of the paper presents the dynamics and characteristics of consumeronline buying behavior. The connection with the potential customer through the onlineenvironment is achieved through technical information elements. It would be impossible toanalyze online consumer behavior if he’s not an advised person in navigating the Internet.Online retailers can not be successful unless they know the characteristics of theenvironment in which potential customers enter to purchase a product or an information.Understanding the psychology of purchasers and buildingan effective content strategy to reach them are essential for achieving success in the onlineenvironment. To attract a significant number of online buyers, specialists in onlinemarketing, must build the buyer's personality profile.
For this we need to know in detail thethings that matter for each buyer profile. First of all, which are the words and expressionsused by online buyers in the search engines? Such as semantic analysis of words for the online activity and their correlation with terms that are popular searchengines in that field of activity.For example, a potential buyer of books on the Internet, will obviously use throughthe Google.com search engine, words that best describe the informational needs of the