Transcript chapter-4-Consumer Behaviour

954420 E-Commerce
บทที่ 4 พฤติกรรมผูบ้ ริ โภค การวิจยั การตลาด
ออนไลน์และ การบริ หารความสัมพันธ์ลูกค้า
Outline
• พฤติกรรมผู้บริ โภค
• การวิจยั การตลาดออนไลน์
• การบริ หารความสัมพันธ์ลกู ค้ า
EC Consumer Behavior
พฤติกรรมผูบ้ ริ โภค
SoLoMo พฤติกรรมผูบ้ ริ โภค
Easy_online_shop หน้ า 91-93
Learning about consumer
behavior online
EC Consumer Behavior Model
The Consumer Decision-Making Process
• Initiator: The person who first suggests or thinks of the idea of buying a
particular product or service
• Influencer: A person whose advice or view carries some weight in making a
final purchasing decision
• Decider: The person who ultimately makes a buying decision or any part of it
– whether to buy, what to buy, how to buy, or where to buy.
• Buyer: The person who makes an actual purchase.
• User: The person who consumes or users a product or service.
Purchase Decision-Making Process and Support System
Steps in the DecisionMaking Process
CDSS Support Facilities
Generic Internet and Web Support
Facilities
Need recognition
Agents and event notification
Banner advertising on Web sites
URL on physical material
Discussions in newsgroups
Information search
Virtual catalogs
Structured interaction and question/ answer sessions
Web directories and classifiers
Internet search on Web site
External search engines
Focused directories and information
brokers
Purchase Decision-Making Process and Support System
Steps in the DecisionMaking Process
CDSS Support Facilities
Generic Internet and Web Support
Facilities
Evaluation, negotiation,
selection
FAQs and other summaries
Samples and trials
Models that evaluate consumer behavior
Pointers to and information about existing
customers
Discussions in newsgroups
Cross-site comparisons
Generic models
Purchase, payment, and
delivery
Ordering of product or service
Arrangement of delivery
Electronic cash and virtual banking
Logistics providers and package
tracking
After-purchase service
and evaluation
Customer support via e-mail and newsgroups
Discussions in newsgroups
The New Marketing Model
Personalization
• Solicit information directly from the user
• Asking the user to fill in a questionnaire or by conducting and interview with the user
• Observe what people are doing online
• Use cookie – a data file that is stored on the user’s hard drive
• The cookie will collect information about the user’s activities at the site
• Other tools such as spyware and Webbugs
• Build from previous purchase patterns
• For example, Amazon.com builds customer profiles to recommend books, CDs, and
other products, based on what customers have purchased before, rather than asking
customers, using cookies, or doing market research
• Perform marketing research
• Firms can research the market using tools such as data mining
• Make inferences
• Infer from information provided by customers on other issues or by analyzing similar
customer
Research Framework of Consumer
Satisfaction with Internet Shopping
การวิจยั การตลาดออนไลน์
Research Framework of
Consumer Satisfaction
with Internet Shopping
Online Market Research Process
Steps in Collection Market Research Data
• Define the research issue and the target market
• Identify newsgroups and internet communities to study
• Identify specific topics for discussion
• Subscribe to the pertinent groups: register in communities
• Search discussion group topic and content lists to find the target market
• Search e-mail discussion group lists
• Subscribe to filtering services that monitor groups
• Read FAQs and other instructions
• Visit chat rooms
Online Market Research Process
Content of the Research Instrument
• Post strategic queries to groups
• Post surveys on a Web site
• Offer rewards for participation
• Post strategic queries on a Web site
• Post relevant content to groups, with a pointer to a Web site survey
• Post a detailed survey in special e-mail questionnaires
• Create a chat room and try to build a community of cunsumers
Online Market Research Process
Target Audience of the Study
• Compare audience with the target population
• Determine editorial focus
• Determine content
• Determine what Web services to create for each type of audience
Clickstream data
• Data that occur inside the Web environment; they provide a trail of the
user’s activities
• Clickstream data คือข้ อมูลที่ถกู เก็บรวบรวมโดยอัตโนมัติจาก Website ของบริษัท หรื อจากสิง่ ที่
ผู้เข้ าเยี่ยมชมทาบน website
Clickstream data can reveal information such as
• What goods the customer has looked at สินค้ าที่ลกู ค้ ามองหาอยู่
• What goods the customer has purchased สินค้ าที่ลกู ค้ าซื ้อ
• What goods the customer examined but did not purchase สินค้ าที่ดแู ต่ไม่ซื ้อ
• What items the customer bought in conjunction with other items ซื ้ออะไรแล้ วซื ้ออะไรต่อ
• What items the customer looked at in conjunction with other items but did not
purchase
Clickstream data can reveal information such as
• Which ads and promotions were effective and which were not โฆษณาหรื อ
โปรโมชัน ใดที่มีผลต่อการตัดสินใจซื ้อสินค้ า หรื อ ไม่ซื ้อสินค้ า
• Which ads generate a lot of attention but few sales โฆษณาใดที่สร้ างความสนใจ
มากแต่มียอดขายเกิดขึ ้นน้ อย
Clickstream data can reveal information such as
• Whether certain products are too hard to find and/ or to expensive สินค้ าหายาก
หรื อ ราคาแพง
• Whether there is a substitute product that the customer finds first สินค้ าทดแทน
อะไรที่พบก่อน
• Whether there are too many products for the customer to wade through สินค้ า
มีมากมายทาให้ ลกู ค้ าค้ นเจอยาก
• Whether certain products are not being promoted สินค้ าที่ไม่ได้ โปรโมท
• Whether the products have adequate descriptions สินค้ ามีการอธิบายเพียงพอ
Advertising Methods: Banners
• A banners is a graphic display that is used for advertising on a Web
page
• The size of the banner is usually 5 to 6.25 inches in length, 0.5 to 1
inch in width, and is measured in pixels
• Random banners
• Static banners
• Pop-up banners
Advertising Methods: Pop-up and Similar Ads
Pop-up ad
• An ad that appears in a separate window before, after, or during
internet surfing or when reading e-mail
Pop-under ad
• An ad that appears underneath the current browser window, so when
the user closes the active window.
Interstitials
• An interstitial, a type of pop-up ad, is a page or box that appears after
a user clicks a link
Advertising Methods: E-mail Advertising
• A popular way to advertise on the internet is to send company or
product information to people or companies listed in mailing lists via
e-mail
• The advantages of the e-mail advertising approach are its low cost and
the ability to reach a wide variety of targeted audiences
• E-mail is an interactive medium, and it can combine advertising and
customer service
• A list of e-mail addresses can be a very powerful tools with which a
company can target a group of people it knows something about
Advertising Methods: Newspaper-Like Standardized Ads
• Tests found that users read these ads four times more frequently than
banners (Tedeschi, 2001)
• Classified Ads
Advertising Methods: Search Engine Advertisement
• Paid Search-Engine Inclusion
• Several search engines charge fees for including URLs at or near the
top of the search results.
• For example, google.com and overture.com charge firms for sponsor
matching
Advertising Methods:
• Advertising in Chat Rooms
• Advertising in Newsletters
• Other forms of advertising
CRM: Customer Relationship Management
การบริ หารความสัมพันธ์ลูกค้า
สร้างความมัน่ ใจให้ลูกค้า
การบริ หารความสัมพันธ์ลูกค้า
การบริ หารความสัมพันธ์ลูกค้า
Question
Reference
• กรมพัฒนาธุรกิจการค้ า. คูม่ ือลัดเปิ ดร้ านค้ าออนไลน์ได้ ด้วยตัวคุณ. (2557) หน้ า 114 – 117
• Turban, E., King, D., Viehland, D., and Lee, J. (2006). Electronic
Commerce A Managerial Perspective. Pearson International Edition.