Chapter 3

Internet Consumers &

Market Research

Manajemen Informasi dan Komunikasi

2020
 OUTLINE

01 Online Consumer
Behavior The Decision-making
02 Process Of Consumer
Purchasing
Personalization
03 and Behavioral
Market Research
Marketing 04
for E-Commerce
 Online Consumer Behavior

• Consumer types
• Individual consumers who commands most of the media’s attention
• Organizational buyers
• Governments and public (non-profit) organizations
• Private corporations
• Resellers
 A Model of
Online Consumer
Behavior
 A Model of Online Consumer Behavior

Demographic Factors

Consumer
Individual Preferences
Characteristic

Behavioral Characteristics
 A Model of Online Consumer Behavior

Social Variables

Environmental
Cultural/Community Variables
Factors

Other Environmental Variables

A Model of Online Consumer Behavior

Motivational Factors

EC System Hygiene Preferences

Customer Service
 Online Consumer Behavior

• Purchasing types and experiences

• Purchasing Experience
• Utilitarian: shopping “to achieve a goal” or “complete a task”
• Hedonic: shopping because “it’s fun” and “I love it”
• Purchasing Types
• Impulsive buyers: purchase product quickly
• Patient buyers: purchase product after making some comparisons
• Analytical buyers: do substantial research before making the decision
to purchase products or services
The Decision-making Process Of Consumer Purchasing

• Roles people play in decision-making

Initiator Influencer Decider Buyer User

• Purchasing decision-making model

Purchase After-
Need Information Alternatives
and purchase
identification search evaluation
delivery evaluation
 Model of Internet
Consumer Satisfaction
 Personalization and Behavioral Marketing
(One-to-one Marketing)

• “Treat different customers differently”

Personalization
• It refers to the matching of advertising content and vendors’ services with
customers based on their preferences and individual need.
Behavioral Targeting
• identifying customer behavior on the Web and designing a marketing plan
accordingly
Collaborative Filtering
 Market Research for E-Commerce

• Market research is gathering information about economy, industry, firms,

product, pricing, distribution, promotion, and consumer behavior
• Aim:
• to find information and knowledge that describes the relationship among
Consumers, Products, Marketing methods, Marketers through information
• Market segmentation:
• The process of dividing consumer market into groups for conducting
marketing research, advertising, and sales
 Market Research for E-Commerce

• Online market research

• Utilizing the internet in research for efficient, faster and cheaper data
analysis
• Larger the sample size, greater accuracy and predicative capabilities
• Conducting online market research
• powerful tool for research regarding: Consumer behavior, Discover of new
markets, Consumer interest in new products
 Market Research for E-Commerce

• Online Market Research Methods

• Data Collection and Analysis
• Online Surveys
• Web-based Surveys
• Online Focus Groups
• Hearing Directly from Customers
• Observing Customers’ Movements Online
 Market Research for E-Commerce

• Limitation of online market research

Having too much May be unreliable,

data biased
THANK YOU
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