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This document analyzes the psychological factors that influence online customer behavior. It discusses how cultural influences like individualism vs collectivism and masculinity vs femininity shape online shopping tendencies. Marketers can influence the customer's online experience through elements on the website like attractive design and customization tools. Customer attitudes, trust, and past experiences also impact their online purchasing decisions and behavior.
Description originale:
Analyses the psychological factors affecting the online consumer’s behaviour and examines how e-marketers can influence the result of the buying process of a customer by the marketers. For an example the Web experience, Web experience like the attractive website of Nike. Where the layout is neat and you can customize your own shoes on the website. Besides, Click-and-mortar firms giving a significant Web experience to influence their customers’ perceptions, attitudes, and drive to make them addicted to online purchase. In this essay, I will explain what are the psychological factors that affecting the online customers’ buying behaviour.
Titre original
Psychological Factors That Affects Online Customers
This document analyzes the psychological factors that influence online customer behavior. It discusses how cultural influences like individualism vs collectivism and masculinity vs femininity shape online shopping tendencies. Marketers can influence the customer's online experience through elements on the website like attractive design and customization tools. Customer attitudes, trust, and past experiences also impact their online purchasing decisions and behavior.
This document analyzes the psychological factors that influence online customer behavior. It discusses how cultural influences like individualism vs collectivism and masculinity vs femininity shape online shopping tendencies. Marketers can influence the customer's online experience through elements on the website like attractive design and customization tools. Customer attitudes, trust, and past experiences also impact their online purchasing decisions and behavior.
Abstract Analyses the psychological factors affecting the online consumers behaviour and examines how e-marketers can influence the result of the buying process of a customer by the marketers. For an example the Web experience, Web experience like the attractive website of Nike. Where the layout is neat and you can customize your own shoes on the website. Besides, Click-and-mortar firms giving a significant Web experience to influence their customers perceptions, attitudes, and drive to make them addicted to online purchase. In this essay, I will explain what are the psychological factors that affecting the online customers buying behaviour.
1. Introduction In the past few decades, the Internet has developed to a huge market for people to purchase goods and services. Especially in the modern era we are living now, the Internet has become an important medium that providing a wide variety of products with 24 hour availability and wide area of coverage. Since then, E-commerce has become an irreplaceable marketing place for business transaction. Studying online shopping behaviour of consumers has become one of the important research topics in e-commerce during the past decade (Chen, 2009).
2. Cultural Influences Culture is mean a shared set of values which influence societal perceptions, attitudes, preferences, and responses (Culture. (n.d.). Refer to Hofstede, culture model (normally typified by country) are break down into five dimensions, including power distance, individualism-collectivism, masculinity femininity, uncertainty avoidance, and long-term orientation (Hofstede, 1984; Hofstede, 1991). But among the five models, only individualism-collectivism and masculinity- femininity have been tried to predict online consumer behaviour. Collectivism-individualism refers to the amount of which members of a culture tend to have an interdependent versus independent construal of the self [Hofstede 1984]. Western and eastern cultures vary drastically in this dimension, which make the online shopping behaviour a big different (Chau et al. 2002; Huang 2003; O'Keefe et al. 2000; Park and Jun 2003; Park et al. 2004). For individualistic culture (e.g., U.S. and Australia), the ties among individuals are loose. People are likely to use the Internet more on personal purposes for instance information searching and e- commerce (Chau et al. 2002; O'Keefe et al. 2000; Park and Jun 2003). In a collectivistic culture (e.g., China, Singapore, and Mexico) on the other hands, people are integrated into strong and cohesive groups. They mainly use the Internet for social network, such as downloading software, sending or receiving e-mails, and doing their work-related research (Wee and Ramachandra, 2000). Hence, the difference individualism-collectivism dimension can make a very different shopping orientation. Entertainment shopping however, orientations drives the online buying intention of collectivistic consumers (Park, 2002); while assortment and convenience seeking are vital construct for individualistic consumers (Joines et al. 2003). The individualism-collectivism dimension as well influences the perceived risk of online shopping. Although collectivists usually perceive higher risk associated with online shopping than individualists (Park and Jun 2003; Park et al. 2004), they do not consider risk as a significant decision factor. In addition, a collectivistic culture protects people throughout their lives. Therefore, collectivists do not need to bear all the consequences of risk and thus tend to be less risk-averse (Weber and Hsee, 1998). Masculinity refers to the size of the distinction of societal gender roles (Hofstede, 1984). In masculinity culture, social gender roles are obviously distinct. Quite the opposite, social gender roles overlie in a feminine culture. In a country like Britain where the society with more masculinity, tends to have a greater gender divide, largely male shoppers, than a less masculine society country like Taiwan (Shiu and Dawson, 2002). Stafford et al. compared the online shopping behaviour of consumers in the U.S., Turkey, and Finland. The masculinity scores, according to Hofstedes [1984] index, were high for the US, low for Turkey, and Finland had the lowest of the three countries. The results show that consumers from less masculine societies like Finland are less involved in online shopping than those from more masculine societies like Turkey, which is consistent with the findings of gender pattern in online shopping.
However, no large difference was discovered between the customers in Turkey and the U.S., telling that there are other factors in addition to masculinity that may account for the difference in online shopping behaviour between consumers from different countries. For instance, the consumer trust, quality of online shopping websites, and positive affect towards the online shopping websites are the main factors that can affect purchase intentions of consumers form different countries (Lynch et al. 2001).
3. Online Marketers Persuasive Tools (Web Experience) The virtual customers decision making process can be influence by the online marketers by engaging traditional, physical marketing tools but mostly by creating and delivering the proper online experience, the Web experience consist of: information, cues, emotions, stimuli, online functionality, and products/services, in others words a complex mix of elements beyond the traditional 4Ps in marketing mix. The prime medium of delivering the Web experience is the company Web site, the interfacing platform between the firm and its online clients (Constantinides, 2002). This subtitle focuses on identifying and classifying the Web experience fundamentals: the marketing tools and the control of the e-marketer that can influence or shape the online consumers behaviour during the virtual interaction. The Web experience is in this sense a new, additional input in the traditional buying behaviour frameworks found in marketing textbooks (Kotler, 2003).
4. Attitude During the mid-1970s, the study of consumers attitudes has been connected with consumer purchasing behaviour research. According to the model of attitude change and behaviour (e.g., Fishbein and Ajzen, 1975), consumers attitudes are affected by intention. When this intention is applied to online shopping behaviour, the research can test the result of the purchase transaction. Attitude is a multidimensional construct. One such of the dimension is the acceptance of the Internet as a shopping channel (Jahng, Jain, and Ramamurthy, 2001). Research being done early has revealed that attitude towards online shopping is a significant predictor of making online purchase (Yang et al., 2007) and buying behaviour (George, 2004; Yang et al., 2007).
5. Modelling Trust in B2C E-Commerce Trust is characterised by dependence, uncertainty, and vulnerability (J.L. Bradach et al., 1989). These characteristics will reflected in an online transaction, where customers wont be able to see the seller physically. Examine the merchandise physically, or collect the merchandise upon payment. All customer can do for the expectation of getting the right delivery with the right merchant is to believe in the merchants technical competence, goodwill and past experience with the merchant due to the fact that both regulatory and technical systems of B2C e-commerce are far from perfect. According to social exchange theory (Thibaut, and Kelley, (1959), people form exchange relationships on the basis of trust. Exchange relationships that are likely to cost more than the potential reward will be avoided. On the Internet, customers typically perceive higher risk compared to a conventional shopping environment (S.J. Tan,(1999), as a result of distance, virtual identity, and lack of regulation. Therefore trust is the preliminary condition to consumers e- commerce participation.
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