LECTURE-4

UNDERSTANDING E-CONSUMERS
PREPARED BY: EHFAZ NOWMAN (EHN)

MKT-330
UNDERSTANDING E-
CONSUMERS

 Consumer Behaviour Online

 Social Psychology of Social Shopping
 The Online Exchange Process
 The Cornerstones For Attracting Customers
Online
CONSUMER BEHAVIOR
ONLINE
 Many consumer behavior principles that describe offline
buyer behavior also apply to online behavior. Examples:

 The buying process

 Hierarchy of effects model
 Marketers often use: AIDA model

 Word-of-mouth
  COGNITION - LEARN
 AFFECT - FEEL
 CONNATION/BEHAVIOUR - DO

4
AIDA MODEL
HIERARCHY OF EFFECTS
MODEL
CTA
CTA
When offline, you don’t necessarily have to use the whole spectrum
of the hierarchy in one ad, you could slowly ease consumer in. But
due to the interactive nature of the Internet, you could do the entire
hierarchy in one go.
 • Raise your target’s attention towards your offerings

• Make it interesting so that they feel like exploring

• Make it so that they want what you are offering

• Make it easy for them to commit*

*Commit does not necessarily have to mean purchase, it will depend on your objective.
If your objective is an Instagram ‘heart’ or a Snapchat ‘follow’ or a YouTube ‘subscribe’
then that is the Customer Action you should aim for.
 CONSUMER BEHAVIOR
ONLINE
 Online shopping lacks the feeling of going to stores with people.

 Social Shopping (Networked shopping)

 Social shopping harnesses the human capacity for social learning

 Social shopping tools play to cognitive biases in how people are influenced by people
when shopping

 (Pinterest promotes social shopping behaviour. Amazon has shared basket)

SOCIAL SHOPPING CONTROL
 (Pinterest promotes social shopping behaviour. Amazon has shared
basket)
THE SOCIAL CONSUMER
DECISION JOURNEY

15
SOCIAL PSYCHOLOGY OF
SOCIAL SHOPPING

Six Heuristics (mental rules of thumb)

when we are out shopping
Signing petition – paying later
 ONLINE
OUTCOMES
Connect:

Create:

Enjoy:
ONLINE OUTCOMES
More connected = more fragmentation
http://www.abc.net.au/news/2012-03-14/kohler-multitasking-doubles-the-prime-time-potential/38
88592
http://www.vodafone.com.au/personal/the-voice