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Consumer Behaviour Theory In Internet Marketing

Hausarbeit 2010 10 Seiten

Medien / Kommunikation - Multimedia, Internet, neue Technologien

Leseprobe

Inhaltsverzeichnis

An abstract

Introduction

The Aim/S of the Study

Theoretical Approaches in achieving goals met through media

Goal Dimensions of Media dependent Relationship

Internet Media System Dependency Theory

Internet Activities

Consumer behavior and Online Shopping

Research Findings

Recommendation and Conclusions

Reference

An abstract

This study focuses on consumer behaviour in relation to internet marketing. There is a relationship between consumer participating on online marketing and their behavioural perspective. For instance, the behavioural perspective of consumers towards e-shopping varies depending on several factors. First, it is based on the media system dependent theory which explains dependency relationships between individuals and the medium of communication. It is also based on the perceived usefulness of e-shopping in meeting and understanding ones society or self, orientation meaning actions or interactions of consumers and finally it depends on play that deals with e-shopping and interactive goals. For example, using an email survey that focused on166 respondents that were randomly picked from the staff, faculty, and student population in a mid-western university in US studied, the influence of consumer behaviour on online business, chatting with friends, and news reading was empirically tested. Averagely consumers surveyed had purchased eight various products online in the last seven months, spent twenty minutes in daily reading news online, and ten minutes were spent on net chatting with clients. The consumers also portray positive attributes towards e-shopping and overall e-commerce. This report thus seeks to analytical research on how consumer behaviour can be used on internet marketing.

Introduction

whether one is dealing with consumption of goods, services or any other kind of online material, it has been proposed that activities of consumers in an online environment illustrates a rather instrumental as opposed to ritualistic us e of the internet. Indeed, more than all other medium used, the internet predicts an active and not a passive audience. This implies that the use of the internet as for now is highly purposive as well as goal directed. Thus, it is probable that the personal as well as the social goals that consumers seek through the use of internet might be important motivating factors that derive these consumers in their activities they purse online.

Therefore the motivating factors that enable customers to pursue online activities are personal or/and social goals. Among US Online users, for example it was reported by Nielsen (2001) that in March of 2001 only, over 100 Million U.S consumers did shop online, it is further estimated that they spent more than $3.5 billion during that month. In this study we mainly focus on consumer behaviour in relation to online shopping.

The Aim/S of the Study

The study focuses on behaviour challenges that affect consumers engaging on internet media such as e-shopping, it also tries to give recommendations that can be applied so that the business firm can increase its productivity using internet marketing.

Theoretical Approaches in achieving goals met through media

There are two approaches that can be used to study how goals are attained through internet media. This includes users and Gratification and the media system dependent theory. Users and Gratifications focuses on the consumer control with regard to accessing the media in this case the internet content basing on their goals and/or needs while media system dependent theory (MSD) defines individual relationship with the internet media basing on the intensity of the relationships that exists between the consumer and the internet. Under this section we will focus on Internet Dependency Relations (IDR) which is an emergent factor that promotes online activities. It allows correlation between the consumer and the net while realizing there is a diverse culture and different views on which factors that affect net users; it is one form of MSD.

Goal Dimensions of Media dependent Relationship

Internet Dependency Relations (IDR)’s intensity will indeed affect internet user’s who are shopping online, reading news, and their chatting experience. This activities have enjoyed a wide popularity among users hence are chosen to be studied; they also match easily with MSD goal dimensions. The MSD goal dimensions include orientation shopping, understanding the news read and playing while chatting. There exist a linkage between intensity of particular goal dimensions and their respective online activities, the action orientation and e-shopping, social understanding and reading of online news and self play with online chatting.

Internet Media System Dependency Theory

In IMSD theory a media dependency relationship is process where there is satisfaction of consumer needs and the attainment of media goals by the individuals is dependent on the resources of the other party (Pastore, 1999). An Individual has to depend on media information resources so that they can attain their various goals. When we talk of information resources we mean media products, commercial and advertisement information. The perceived assistance by the media to achieve business goals is determined by the strength of media dependency relations. A wide range of individual goals, understanding the social and self, orientation which means interaction and action, and play (social/solitary) benefits which may be attained through media resources as Noack (2003) stated. To understand goals, involve dealing with people’s needs and understanding the world around themselves. Orientation focuses on the demand of behaving right when interacting with others as well as a person’s behavioural and decision making and play goals is interested with the demands for escapism as well as entertainment (Noack, 2003). The good thing with these goal dimensions is that though they are exhaustive they behave in a mutual exclusion which means more than one goal can easily be activated using the same medium. With intensity and the scope of the goals their determination is based on how the media resources are exclusive in achieving these goals, they also differ depending various individual or differ with the same person after some time (Pastore, 1999).

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Details

Seiten
10
Jahr
2010
ISBN (eBook)
9783656612902
ISBN (Buch)
9783656612889
Dateigröße
437 KB
Sprache
Englisch
Katalognummer
v269957
Institution / Hochschule
University of Leeds
Note
A
Schlagworte
consumer behaviour theory internet marketing

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Titel: Consumer Behaviour Theory In Internet Marketing