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Chapter 4

Chapter 4. Consumer Behavior, Market Research , and Advertisement ( 消費者行銷 , 市場研究和廣告 ). 第一組 : 詹天鵬 黃品蓉 翁瓊雯 林秀美. Learning Objectives. Describe the factors that influence consumer behavior online. Understand the decision-making process of consumer purchasing online.

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Chapter 4

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  1. Chapter 4 Consumer Behavior, Market Research, and Advertisement (消費者行銷,市場研究和廣告) 第一組: 詹天鵬 黃品蓉 翁瓊雯 林秀美

  2. Learning Objectives • Describe the factors that influence consumer behavior online. • Understand the decision-making process of consumer purchasing online. • Describe how companies are building one-to-one relationships with customers. • Explain how personalization is accomplished online. • Discuss the issues of e-loyalty and e-trust in EC. • Describe consumer market research in EC.

  3. Learning Objectives • Describe Internet marketing in B2B, including organizational buyer behavior. • Describe the objectives of Web advertising and its characteristics. • Describe the major advertising methods used on the Web. • Describe various online advertising strategies and types of promotions. • Describe permission marketing, ad management, localization, and other advertising-related issues. • Understand the role of intelligent agents in consumer issues and advertising applications.

  4. Consumer Behavior - Customer Behavior Online - The Consumer Decision-Making Process - One – to – One Marketing, Loyalty, and Trust in EC – 詹天鵬

  5. RITCHEY DESIGN LEARNS ABOUT CUSTOMERS • 問題描述: Ritchey 是一家設計及生產越野自行車零件公司，年營業額約 1,500 萬美金。其生產的產品會透過批發商和零售商賣給個別的消費者。公司於 1995 年設立網站 (http://www.ritcheylogic.com)，上網者僅能找尋 Ritchey 公司資訊及有賣該公司產品的零售商地點。此網站並沒有提供消費者所需的其它資訊，而公司亦無法經由此網站來了解消費者的需求。 • 解決方案: 1995 年底，公司主要負責人 Philip Ellinwood 重新架構該公司網站，使能直接取得消費者資訊。 -首先，於網站進行客戶問卷調查，為能吸引消費者參與，公司提供回答問卷的訪客 有機會獲得 Ritchey 之產品。回答問卷者被要求輸入姓名與住址，然後回答關於產品問卷的問題。 -使用 Web Trader 軟體，自動將問卷結果組織並儲存於資料庫。這些資訊用於協助市場和廣告決策上。 -可容易地改變問題的內容來得到公司每年開發新產品的意見。 -可從網站直接讀取瀏覽產品的電子型錄(解說與圖示)。

  6. RITCHEY DESIGN LEARNS ABOUT CUSTOMERS • 結果: - Ritchey 每年約可節省 10 萬元美金的產品開發費用。 - 公司沒有在線上直接銷售自行車零件，而是經銷商透過網站來下訂單。 同時他們可以很快得到市場對新產品的反應，且經銷商不必僅推銷他們所熟悉的產品。 - 這網站是一企業對消費者之 EC，用來跟消費者溝通、進行市場研究並做廣告，而這是網路行銷最基本之活動。 • 啟示: - 改變網站模式，由被動(緊在網站展示資訊)變更為互動中穫得好處。即使公司使用中間商來進行銷售，也能直接聽到顧客的聲音。 - 此新的互動網站使公司能夠更了解顧客並同時教育顧客，也可進行客戶服務。

  7. Learning about Consumer Behavior Online • A Model of Consumer Behavior Online (消費者線上行為模式) • The purpose of a consumer behavior model is to help vendors understand how a consumer makes a purchasing decision • Basic of a consumer behavior model: • Independent (or uncontrollable) variables 　獨立(不可控)變數：個人或環境因素 • Intervening or moderating variables 　中介變數(供應商控制的變數)：市場刺激 與 電子商務系統 • Decision-making process 　受獨立與中介變數影響， 過程最後會導致購買者之決定 • Dependent variables 　相依變數：購買者之決定 決策制定程序的結果 • 線上消費者可分: 個別消費者 與 組織購買者

  8. Model of Consumer Behavior Online

  9. The ConsumerDecision-Making Process • Roles people play in the decision-making process (人們在決策制定程序中所扮演的角色) • Initiator(啟始者) 第一個建議或想到購買某一特定產品或服務的人 • Influencer(影響者) 提供意見或觀點且在最後購買決策具有影響力的人 • Decider(決定者) 最後做購買決策或部分決策的人--- 是否買,買什麼,如何買,那裡買 • Buyer(購買者) 實際購買產品的人 • User (使用者) 使用產品或服務的人

  10. The ConsumerDecision-Making Process • A Generic Purchasing-Decision Model 　(一般的購買決策制定模式) Five major phases: (1) need identification(確認需求) (2) information search(資訊收集) (3) evaluation of alternatives(其他方案評估) (4) purchase and delivery(購買和運送) (5) after-purchase evaluation(購買後評估)

  11. The ConsumerDecision-Making Process • A Generic Purchasing-Decision Model 　(一般的購買決策制定模式) Two decisions at information search phase: • product brokering Deciding what product to buy 　(決定買什麼產品) • merchant brokering Deciding from whom (from what merchant) to buy a product 　(決定向那個零售商買產品)

  12. The ConsumerDecision-Making Process • A Customer Decision Model in Web Purchasing 　(網路上顧客購買決策模式) O’Keefe and McEachern built a framework CDSS (Consumer Decision Support System) for a web purchasing model. • Online Buyer Decision Support Model (線上購買者決策支援模式) Silverman develpoed a model for a web site that support buyer decision making and searching. • Other Models

  13. One-to-One Marketing,Loyalty, and Trust in EC • one-to-one marketing(一對一行銷) Marketing that treats each customer in a unique way to fit marketing and advertising with customer’s profile and needs (用特別的行銷方式對待每一個客戶,並以客戶的簡介資料檔與需求進行行銷與廣告) • One of the benefits of doing business over the Internet is that it enables companies to better communicate with customers and better understand customers’ needs and buying habits (使用網路進行交易的好處之一是能加強公司與顧客間的溝通交流, 並能更了解顧客的需求及購買喜好/習性)

  14. Exhibit 4.3 The New Marketing Model

  15. One-to-One Marketing,Loyalty, and Trust in EC • personalization(個人化) The matching of services, products, and advertising content with individual consumers (服務、商品、廣告內容與個人之配對，通常運用到使用者簡介資料檔) • user profile(使用者簡介資料檔) The requirements, preferences, behaviors, and demographic traits of a particular customer (客戶的需求、喜好、行為和人口統計資料)

  16. One-to-One Marketing,Loyalty, and Trust in EC • cookie(使用者網站瀏覽資訊的紀錄) A data file that is placed on a user’s hard drive by a Web server, frequently without disclosure or the user’s consent, that collects information about the user’s activities at a site (一個儲存在使用者硬體的資料檔案，經常是不公開的或必需經使用者同意，此記錄由網路伺服器經由網際網路傳送，而當使用者的瀏覽器再次進入特定網路伺服器時，儲存的資訊則會出現，並且 Cookies 會收集有關使用者在網站上活動的資訊)

  17. One-to-One Marketing,Loyalty, and Trust in EC • collaborative filtering(協同過濾) A personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy; predictions can be extended to other customers with similar profiles (一對一的配對方式，經由行為科學導出的公式，使用客戶資料去預測客戶會喜歡的產品或服務，並延伸至其他有相同簡介資料檔的客戶)

  18. One-to-One Marketing,Loyalty, and Trust in EC • Variations of collaborative filtering • Rule-based filtering(以規則為基礎的過濾) (由一連串詢問消費者 是/否 或複選的問題所得資訊，推演出行為及人口統計學的規則) • Content-based filtering(以內容為基礎的過濾) (賣方根據使用者指定的喜好產品，推薦其他產品給使用者，產品比對需事先完成) • Activity-based filtering(以活動為基礎的過濾) (觀察使用者在網上的活動亦可建立規則) • Legal and Ethical Issues on Collaboration Filtering 資訊的蒐集經常是未告知或未經使用者同意，這會引起法律與道德的問題，包括侵犯隱私權的問題。

  19. PChome 線上購物 加購專區

  20. 一對一電子郵件行銷 • SmartPost能充分發揮e-mail雙向互動和即時回應的特性，並與後端資料庫結合，讓企業能分析客戶資料、行為模式、偏好等，精準篩選目標客群，並自動執行多層次的一對一行銷。 • SmartPost採用Web Service架構，具備高度的整合彈性與延展性，能以最具成本效益的方式與內部既有的流程、系統整合。 • 還可選購SmartSMS一對一簡訊行銷系統，協助企業依行銷需求或顧客型態∕偏好，以不同形式（E-mail、SMS ）將行銷訊息傳遞給不同目標族群，提升直效行銷之效益。

  21. One-to-One Marketing,Loyalty, and Trust in EC • Customer Loyalty(顧客忠誠度) • Customer loyalty is the degree to which a customer will stay with a specific vendor or brand for repeat purchasing (顧客跟隨一特定賣主或廠牌重覆購買的程度) • Customer loyalty is expected to produce more sales and increased profits over time (期望經過一段時間 能提高銷售及利潤) • e-loyalty (電子化忠誠度) Customer loyalty to an e-tailer (顧客對電子零售商的忠誠度)

  22. One-to-One Marketing,Loyalty, and Trust in EC • Satisfaction in EC • Satisfaction is one of the most important consumer reactions in the B2C online environment (滿足是B2C線上環境中，最重要的顧客反應) • Recent statistics show: • 80% of highly satisfied online consumers would shop again within 2 months (80%高滿意的客戶在二個月內會再回來消費) • 90% would recommend the Internet retailers to others (90%會將此網路零售商推荐給其他人) • However, 87% of dissatisfied consumers would permanently leave their Internet retailers without any complaints (87%不滿意的顧客將永久離開此網路零售商，而不會有任何抱怨)

  23. One-to-One Marketing,Loyalty, and Trust in EC • Trust(信任) The psychological status of involved parties who are willing to pursue further interaction to achieve a planned goal (是屬於參與個體的心理狀態，此個體自願進行更進一步的互動而達到計畫好的目標) • How to Increase Trust in EC • Trust between buyers and sellers (買方和賣方的信任) • Brand recognition (品牌認定) • EC security mechanisms can help solidify trust (EC安全機制可幫忙強化信任)

  24. One-to-One Marketing,Loyalty, and Trust in EC • Customer Loyalty(顧客忠誠度) • Customer loyalty is the degree to which a customer will stay with a specific vendor or brand for repeat purchasing (顧客跟隨一特定賣主或廠牌重覆購買的程度) • Customer loyalty is expected to produce more sales and increased profits over time (期望經過一段時間 能提高銷售及利潤) • e-loyalty (電子化忠誠度) Customer loyalty to an e-tailer (顧客對電子零售商的忠誠度)

  25. Market Research - Market Research for EC - Internet Marketing B2B – 黃品蓉

  26. Market Research for EC • The Goal of Market Research To find information and knowledge that describes the relationships among consumers, products, marketing methods, and marketers • The Aim of Market Research To discover marketing opportunities and issues, to establish marketing plans, to better understand the purchasing process, and to evaluate marketing performance

  27. Market Research for EC market segmentation The process of dividing a consumer market into logical groups for conducting marketing research, advertising, and sales • Segmentation is done with the aid of tools such as data modeling and data warehousing

  28. Why online Market Reserach

  29. Market Research for EC • Online Market Research Methods • Implementing Web-based surveys • Online focus groups • Hearing directly from customers • Customer scenarios • Tracking customer movement • Analysis of B2C Clickstream Data

  30. Market Research for EC • Tracking Customer Movements transaction log A record of user activities at a company’s Web site clickstream behavior Customer movements on the Internet

  31. Market Research for EC Web bugs Tiny graphics files embedded on e-mail messages and in Web sites that transmit information about the users and their movements to a Web server spyware Software that gathers user information over an Internet connection without the user’s knowledge

  32. Market Research for EC • Analysis of B2C Clickstream Data clickstream data Data that occur inside the Web environment; they provide a trail of the user’s activities (the user’s clickstream behavior) in the Web site

  33. Online Market Research Company

  34. Google Analytics • 進入檢視報告的頁面時，發現二個部份，一個是左邊的控制頁面以及右邊的圖化的報告，控制除了一般選項外，還能以行銷和網站管理者的角度來切換。

  35. 圖形分析部分，除了記錄到訪數、網頁檢視之外，還有新、舊訪客，及訪客從那一個網站、那一國家來造訪你的網站等等，詳細的資料等者各位自己去了解

  36. Example

  37. 網路市調：多啦A夢是網友們認為最會賺錢的卡通人物網路市調：多啦A夢是網友們認為最會賺錢的卡通人物

  38. Market Research for EC • Web Analytics • Enable retailers to make site adjustments on the fly, manage online marketing campaigns and EC initiatives, and track customer satisfaction • If a company redesigns its Web site, it can gain almost-instant feedback on how the new site is performing • Web analytics help marketers decide which products to promote and merchandisers achieve a better understanding of the nature of demand

  39. 《Web Site Measurement Hacks》抽絲剝繭分析網站資訊 第一章介紹網站分析的必要性及基本概念 第二章介紹網站分析工具的建置 第三章介紹線上行銷活動分析的方式 第七章強調報表及KPI的重要性對不同性質的網站提出建議性指標供讀者參考

  40. Market Research for EC • Limitations of Online Market Research • Too much data may be available • To use data properly, it should be organized, edited, condensed, and summarized • The solution to this problem is to automate the process by using data warehousing and data mining • Some of the limitations of online research methods are: • Accuracy of responses • Loss of respondents because of equipment problems • The ethics and legality of Web tracking • Lack of representativeness in samples of online users

  41. Internet Marketing in B2B • Organizational Buyer Behavior • Organizations buy large quantities of direct materials and indirect materials • Transaction volumes are far larger • Terms of negotiations and purchasing are complex

  42. Model of Organization Buyer Behavior

  43. Internet Marketing in B2B • Methods for B2B Online Marketing • Targeting customers • Electronic wholesalers • Affiliate programs • Infomediaries and online data mining services • Other B2B marketing services

  44. Example

  45. 供應商 供應商 Internet 透過Browser上網 ICBC導入電子金融經驗分享－B2B 電子商務平台 金流平台 中心廠商 中國商銀 AP to AP連線 全球金融網 節錄自企業電子商務應用典範之簡報

  46. Reference about Market Research and B2B • http://www.digitalwall.com/scripts/display.asp?UID=62 • http://cdnet.stpi.org.tw/techroom/analysis/pat_B031.htm • http://b2b.travelrich.com.tw/subject01/subject01_detail.aspx?Second_classification_id=33&Subject_id=1582 • http://www.dsc.com.tw/product/ebchain/index.htm

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