8 Consumer behavior & online buying

Question 1

why customer buy online? benefits

Answer 1

Convenience
Save time
get bargains

Question 2

barriers of online shopping

Answer 2

Worries over security
frustration (difficulty in finding information)
Complicated

frustation and complicated is all about usability

Question 3

the purchasing decision & influence of internet

1. Need recognition & problem awareness

Answer 3

65% leisure and 69% business travelers generally begin researching online before decide where or how to travel

Question 4

the purchasing decision & influence of internet

2 Information search

Answer 4

over 60% of travelers use a mobile device during their purchase journey

Question 5

influences

Answer 5

search engines has a much stronger influences than TV ads.

strongest influence between 1 month and 2 weeks before.

Question 6

the purchasing decision & influence of internet

3. evaluation of alternatives

Answer 6

2/3 of customer check online reviews, blogs and other online customer feedback before buying a new product of service

8 out of 10 said such evaluations had at least some influence on their puchases

all available hotels –> consideration set –> choice set –> selection

interest give so many alternatives

monondo: you can get advices about when booking

Question 7

the purchasing decision & influence of internet

4 Purchase

Answer 7

purchase intention –> attitudes of others, unexpected situational factors –> purchase decision

Question 8

the purchasing decision & influence of internet

5 port-purchase evaluation

Answer 8

expected performance - received performance

–> Confirmation / disconfirmation

= feelings: positive, neutral, negative

Question 9

the purchasing decision & influence of internet

Answer 9

1. Need recognition & problem awareness
2. information search
   3 evaluation of alternatives
   4 Purchase
   5 post-purchase evaluation

complex process
nowadays you cannot really identify the 5 steps anymore –> problem for marketing

Question 10

the purchasing decision: zero moment of truth

Answer 10

before:
Stimulus –> first moment of truth (at shelf in-store) –> second moment of truth (experience)

now:
Stimulus –> ZMOT (pre-shopping, in-store, in-home –> first moment of truth (at shelf in-store) –> second moment of truth (experience)

ZMOT= Zero moment of truth
zero moment of truth: people don’t go to travel agency anymore