Article on E Consumer Behavior

Added on - 07 Apr 2020

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RUNNING HEAD: Consumer BehaviourConsumer BehaviorE-consumer behavior
E-consumer behaviour1Summary of ArticleThe consumer behaviour article written by Dennis, et al. (2009), focuses on the ecommercebehaviour of consumers in the present day. It focuses on the areas related to the e-consumerbehaviour which are still unexplored. The article followed the discursive approach in whichthe 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 andmale. 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 andtraditional shoppers are same as social interaction takes place at both the platforms. Thearticle focused on the concepts of e-consumer behaviour which actually derived from thetraditional consumer behaviour.The study of e-consumer behaviour is gaining importance because of increase in the trend ofonline shopping. The article focuses on the motivation for online shopping, risks andperceptions of consumer, demographics of e-shoppers and orientation of shopping for thesame. Technology on the other hand, is also supporting the growth of online shopping. Itincludes interface, design, payments, intentions of purchaser and much more which helpsonline shopping to grow and develop.The article focuses on both the viewpoints i.e. Technology and consumer. These viewpointsmay contradict with each other or support each other to develop online shopping modelframework. In the article, a model of e-consumer behaviour has been developed which hasbeen done in two stages. Firstly, the existing literature has been drawn to present well knownfactors which influence the behaviour of consumer. Secondly, a framework has beenproduced to examine the interrelationship between the factors predicting e-consumerbehaviour (Dennis, et al., 2009).
E-consumer behaviour2Theory of Reasoned ActionThe article further discusses the factors which influences the behaviour of e-consumers. Atheory 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, thereare various components of e-retailing. The image of the store affects the buying decisions ofthe consumer. The traditional stores which has strong image in the market are able to runtheir 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 purchasesdone, 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 positivelyinfluence 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 andexperiential aspects of e-consumer behaviour. The enhanced model discusses some of thefactors like Social factors, situational factors, consumer’s traits and more which explains theattitudes of the consumers. This framework introduces two factors i.e. the attitude toward thebehaviour and the subjective norms. Subjective norms are those social factors whichinfluence the purchase intentions of people. Some of the authors believed that socialinteractions are the important motivator for e-shopping along with some of the situationalfactors like convenience and more. There are some social benefits from shopping whichinfluence people positively to buy from online platform. Also usefulness and ease orconvenience to use supports the social factors in influencing the consumer behaviour. Theexperiences 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 forpeople. Salespersons and the consumers interact and enjoy the process. Interactivity takesplace 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 statesthat the retail environment is the real influencer of the attitudes and intentions of the buyers.
E-consumer behaviour3It 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 alsodetermine the perceptions of the consumers. Like convenience influences the behaviour ofthe 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 thecustomers to shop and continue the process by ‘one click’. This makes it easy and attractivefor the shoppers to purchase from Amazon.com. Also, it has allowed the customers to reviewthe products, search for the information and ask any question which reduces their costs adtime to shop. It also provides satisfaction to them. Shopping frequency also affect theshopping intentions. Like the buyers which are more experienced with online shopping arelikely to purchase more whereas the new users will hesitate in placing the orders. So thesekind of situational factors influence the attitudes of products.
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