Article on E Consumer Behavior

14 Pages3823 Words306 Views

Added on 2020-04-07

Article on E Consumer Behavior

Added on 2020-04-07

BookmarkRelated Documents

RUNNING HEAD: Consumer BehaviourConsumer BehaviorE-consumer behavior

E-consumer behaviour 1Summary of ArticleThe consumer behaviour article written by Dennis, et al. (2009), focuses on the ecommerce behaviour of consumers in the present day. It focuses on the areas related to the e-consumer behaviour which are still unexplored. The article followed the discursive approach in which the analysis is done of the e-consumer literature. The article starts with explaining the early e-shopping consumer behaviour. It says that earlier the consumers who used to be engaged withshopping were of higher economic class and status. They were more likely to be younger and male. It means that the e-shoppers were used to be different than the traditional shoppers. Butsoon many authors and reviewers found that the intentions of both the e-shoppers and traditional shoppers are same as social interaction takes place at both the platforms. The article focused on the concepts of e-consumer behaviour which actually derived from the traditional consumer behaviour.The study of e-consumer behaviour is gaining importance because of increase in the trend of online shopping. The article focuses on the motivation for online shopping, risks and perceptions of consumer, demographics of e-shoppers and orientation of shopping for the same. Technology on the other hand, is also supporting the growth of online shopping. It includes interface, design, payments, intentions of purchaser and much more which helps online shopping to grow and develop. The article focuses on both the viewpoints i.e. Technology and consumer. These viewpoints may contradict with each other or support each other to develop online shopping model framework. In the article, a model of e-consumer behaviour has been developed which has been done in two stages. Firstly, the existing literature has been drawn to present well known factors which influence the behaviour of consumer. Secondly, a framework has been produced to examine the interrelationship between the factors predicting e-consumer behaviour (Dennis, et al., 2009).

E-consumer behaviour 2Theory of Reasoned ActionThe article further discusses the factors which influences the behaviour of e-consumers. A theory is mentioned in the article Theory of Reasoned Action (TRA) which is used to providea simple basis to identify the target consumers for online shopping. As per the article, there are various components of e-retailing. The image of the store affects the buying decisions of the consumer. The traditional stores which has strong image in the market are able to run their business in long run. This has been explained with the help of an example of Tesco. Thecomponents which affect the consumer’s intention to purchase are learning, actual purchases done, past experiences, trust and attitude of the customers. It is evident that these componentsaffect the intention of the e-shoppers. Like the trust of consumer in e-retailer will positively influence the intention of the consumer to shop from them. Similarly, learning about e-retailer will influence the consumer’s purchase intentions positively.An Integrated FrameworkThe extended model is explained further in the article which includes the social and experiential aspects of e-consumer behaviour. The enhanced model discusses some of the factors like Social factors, situational factors, consumer’s traits and more which explains the attitudes of the consumers. This framework introduces two factors i.e. the attitude toward the behaviour and the subjective norms. Subjective norms are those social factors which influence the purchase intentions of people. Some of the authors believed that social interactions are the important motivator for e-shopping along with some of the situational factors like convenience and more. There are some social benefits from shopping which influence people positively to buy from online platform. Also usefulness and ease or convenience to use supports the social factors in influencing the consumer behaviour. The experiences of e-shopping also influence the consumers as they enjoy buying online.The article explains that shopping is not just buying the products but it is an experience for people. Salespersons and the consumers interact and enjoy the process. Interactivity takes place which is also one of the major determinants of consumer attitudes. It also influences thetrust between the e-retailer and buyers. There are many studies in bricks-and-mortar states that the retail environment is the real influencer of the attitudes and intentions of the buyers.

E-consumer behaviour 3It is the emotions, colours, aroma and approach which influence behaviour of the consumers. These influencers can also be applied to the online retailing with the help of putting graphics, videos, audio and presentation of the data.Just like social factors affect the intentions of the consumers, situational factors also determine the perceptions of the consumers. Like convenience influences the behaviour of the consumer the most. For e.g. if the consumer finds it easy in approaching a particular site, it will be easy for him to shop from there. Like Amazon.com has provided an ease to the customers to shop and continue the process by ‘one click’. This makes it easy and attractive for the shoppers to purchase from Amazon.com. Also, it has allowed the customers to review the products, search for the information and ask any question which reduces their costs ad time to shop. It also provides satisfaction to them. Shopping frequency also affect the shopping intentions. Like the buyers which are more experienced with online shopping are likely to purchase more whereas the new users will hesitate in placing the orders. So these kind of situational factors influence the attitudes of products.

End of preview

Want to access all the pages? Upload your documents or become a member.

Research and Consultancy Project pdf

|38

|17489

|19

What Is Consumer Behavior and Why is it important? | Assignment

|1958

|12

Building an E commerce Presence

|643

|187

Impact of Online Stores on Shopping Behavior

|14

|4159

Predicting Consumer’s Perceptions in On-line Shopping

|1085

|22

Social Class and Consumer Behavior

|2454

|176

Article on E Consumer Behavior