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Internet Shopping - Essay Example

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Internet Shopping

A long traditional framework in marketing is a worthwhile lens to look through when charting a path for success (i.e., formulating strategy and tactics) in ecommerce. This framework is known as the consumer buying decision process and it encompasses all consumer behaviors related to buying. It consists of five general stages. Consumers may not experience all of the stages for each buying decision.
-Purchase - payment and acquisition of product (n.b., the product purchased is not always the one preferred by a consumer -- e.g., when Coca Cola is not available on an airplane, many people drink Pepsi).
-Post purchase - behavior related to both the felt comfort and satisfaction levels with the purchase experience and decision; all product related activities that one does after purchasing a product (e.g., returning an item, using an item and being either satisfied or dissatisfied, spreading word-of-mouth).
Bruce D. Weinberg in the same article further states that "The Internet creates an information intensive environment where power and success is very much high quality information and the ability to best understand and utilize it. Exchange (i.e., buying and selling) information is typically generated by either buyers or sellers,
though certainly others can generate relevant exchange information -...
-Post purchase - behavior related to both the felt comfort and satisfaction levels with the purchase experience and decision; all product related activities that one does after purchasing a product (e.g., returning an item, using an item and being either satisfied or dissatisfied, spreading word-of-mouth).
Bruce D. Weinberg in the same article further states that "The Internet creates an information intensive environment where power and success is very much high quality information and the ability to best understand and utilize it. Exchange (i.e., buying and selling) information is typically generated by either buyers or sellers,
though certainly others can generate relevant exchange information -- for example, those who provide advice (e.g., e-pinions.com). Taken together, this highlights a very important lesson. Buyers and sellers need to listen very carefully to each other as it is their communication skills --
the ability to clearly transmit and interpret needs in the form of information". Further following points are to be kept in mind while developing a website:
Make it easy to find desired products at the site.
Consumers want to know quickly the purpose of a site; and they want to know who is involved in the venture.
Respond quickly to consumer requests for information or assistance.
Provide useful and direct information.
Provide live or software-based agent assistance online.
Enable comparison shopping.
State upfront all order-related factors and the total cost of a transaction.
Maintain tight security when handling customers' credit card numbers.
Keep your customers apprised of fulfillment progress.
Simplify product returns and exchanges.
Respect your customers' privacy.
Don't underestimate ...Show more

Summary

San Francisco Chronicle staff writer Verne Kopytoff reports that forecasts suggest a strong e-commerce even ten years after its founding. Studies conducted by Jupiter Research and Forrester Research predict a rise in shopping online as compared to retail selling…
Author : wmccullough
Internet Shopping essay example
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