Internet Marketing: Consumer Behaviour Online
Internet Marketing: Consumer Behaviour Online

Internet Marketing: Consumer Behaviour Online

Available Only on StudyHippo
  • Pages: 5 (2473 words)
  • Published: October 19, 2017
Text preview

Abstract This paper is an article review of “Segmenting consumers by E-shopping behaviour and online purchase” by Ruiz Mafe Carla and Lassala Navsrre Carlos. This paper explores that the shopping on the Internet has grown tremendously during the past few years. It radically changes the way people live, work and consume.

In this study we try to explore that the online shopping in the UK is becoming one of the hottest trends in retailing today. On the other hand, the exponential increases in online shopping and the fast rate of growth in the number of retailers selling online have created an extremely competitive marketplace.In this already highly competitive market, it becomes essential for e-commerce managers to understand the different factors that affect people using the Internet as a new purchasing medium. There are many benefits that attract people to choose online shopping such as convenience, time saving, more available choices and possibly lower prices, however, many people are often hold back as fear of privacy, security and delivery issues in relation to Internet shopping. Table of ContentsINTRODUCTION4 DEFINITION OF THE E-CONSUMER5 DISCUSSION6 THE THEORY OF PLANNED BEHAVIOUR12 IMPLICATIONS13 CONCLUSION14 REFERENCES15 Internet Marketing: Consumer Behaviour Online Introduction With the fast development of internet, E-commerce is receiving greater attention from various organizations and consumers.

As part of e-commerce, the online shopping is becoming a trend in the UK as well as in other countries all over the world. There are advantages of online shopping, but also drawbacks.How the consumers perceive the different benefits and risks of online shopping will to

...

a large extent determine their purchasing behaviour. This aims of this paper is to review of all the relevant factors that are presented by Ruiz Mafe Carla and Lassala Navsrre Carlos in their article. t starts with an overview of definition of e-commerce, it then reviews some conventional marketing theories regarding consumer perception and behaviour. It then will summarize the main benefits and risks of online shopping.

The Internet gives consumers a much wider choice of products, services and prices from different suppliers and the means to select and purchase items more readily. For organizations, it gives the opportunity to develop new markets, to improve the competitiveness of the company, but it also gives rise to many threats to organizations (Siyal, Chowdhry, Rajput, 2006, 317-329). The Internet allows people to communicate with each other over vast distances, and across all kinds of boundaries that formerly made communication difficult or impossible.Therefore it is able to commercially move business and people to a market in which every thing that is for sale is advertised and every thing that is wanted for purchase is requested somewhere, and buyers and sellers can contact each other with no cost or little cost (Carla & Carlos 2006) The development of electronic commerce (e-commerce) is often claimed to be reshaping almost all industries (Wigand, 1997). It might be somehow overstating the importance of e-commerce, but e-commerce does influence the operation of organizations and people’s activities greatly.

Definition of the E-ConsumerE-commerce has been used as a general term in context of Internet. Some researchers define it as both financial and informationa

View entire sample
Join StudyHippo to see entire essay
View entire sample
Join StudyHippo to see entire essay

electronically mediated transactions between an organization and any third party it deals with. Many other definitions have been focused on buying and selling using the Internet. (Siyal, Chowdhry & Rajput, (2006), describe it as the sale and purchase of products and services over the Internet. They further explain that the factors associated with e-commerce relate to the net value of both the benefits and costs of a product, and the processes of finding, ordering, and receiving it.

E-commerce is generally divided into two types: B2C and B2B. B2C is business to consumer, in other words, online transactions are made between business and individual consumers. B2B refers to business to business, that is business make online transactions with other businesses, such as when business purchase parts, fuel, or services online (Siyal, Chowdhry, Rajput, 2006, 317-329) Discussion Ruiz Mafe Carla and Lassala Navsrre Carlos review in their article that the electronic retailing, the business-to-consumer segment of e-commerce, is set to grow exponentially in the next few years (Carla & Carlos 2006).It is said that online retailing will continue to grow at exceptional rates over the next few years. Total European online retail revenue is expected to reach approximately ? 45 billion in 2003, a thirteen-fold increased from 1999.

The authors state that the Internet has become a necessary part of people’s lives, and it also enables the fast development of E-commerce. E-commerce shows its importance in enhancing business performance and providing better services to customers. E-commerce is also making steady progresses with more people are involving the online business environment.This research is focused mainly on the B2C segment of E-commerce. Both of the authors state consumer perception is initiator of consumer behaviour, while consumer behaviour is the output of consumer perception.

Consumer decision process model has been well accepted and it is useful to understand factors influencing consumer perception and purchasing behaviour(Carla & Carlos 2006). There are many different benefits and risks of online shopping related to factors influencing consumers purchase. The benefits are mainly convenience, time saving, large product choice, product customization and lower prices.The common perceived risks of online shopping are mainly privacy risks, security risks, lack of inspection, delivery issues and inconvenience of returning. The authors reviews that the exponential increases in online shopping and the unprecedented rate of growth in the number of retailers selling online have created an extremely competitive marketplace where most e-retailers have yet to turn a profit.

In the 21st century, most traditional retailers have experienced intense competitive threats from quick-to-market’s pure play e-retailers that sell commodity.Although in its early stage of growth, electronic retailing, the business-to-consumer segment of e-commerce, is set to grow exponentially in the next few years (Carla & Carlos 2006). However, the authors declares it should be noted that shopping via the Internet still remains as yet a minority pursuit with purchases concentrated in a comparatively narrow range of categories such as books, computer software and hardware, holidays, groceries, CDs, travel booking and event ticket (Carla & Carlos 2006).The authors say that the development of e-Commerce has transformed the way in which consumers purchase products as well as how organizations operate.

View entire sample
Join StudyHippo to see entire essay