Part A

Summary 1. Essentials of online consumer behavior figure Consumer characteristics Age Flo !ender Satisfaction Ethnicity E"perience Education #reference $ifestyle %abit #sychological Trust &no ledge Attitude 'alues (nnovativeness #ersonality Product/Service )haracteristic #roduct*service ko ledge #roduct*service availability #roduct*service +uality ,ifferentiation Fre+uency of purchase Tangibility #rice Environmental characteristics )ulture -ormative social influence (nformational social influence $egal institutional government .egulations political

Consumer Online Purchase Intention

Consumer Online Purchase

Consumer Online Repurchase

Merchant and intermediary characteristics /rand reputation Trust orthiness #olicies and procedures

EC systems Payment and logistics web site features customer service #ayment options accuracy simple design FA0s ,elivery options up-to-date navigation email Timeliness and accuracy information ease of use call centers )ondition of product completeness access personali1ation Srcurity marketing

2.The online consumer decision-making process

1

Part B KEY TERMS

/anner2(t is a graphic display that is used for advertising on a 3eb page. )lick2 click the left mouse button4 bro se ebpage. )lick--through rate2 Ad )licks Ad 'ie s !"# $% )lick- through- ratio2 &'(&)*+,-./ 012& 53& 45678*9 !":; 'iral marketing2 (t is advertising refers to telling others about it. ord-of-mouth marketing in hich customers promote a product or service by

Part C QUESTIONS FOR DISCUSSION

0164 Ad management soft are lets an advertiser send very specific ads on a schedule and target ads to certain population segments4 hich can be very small.3hen selecting ad management soft are4 a company should look for the follo ing features4 hich ill optimi1e their ability to advertise online2The ability to match ads ith specific content4 Tracking4 .otation4 Spacing impressions Another topic in ad management is measuring the effectiveness of 3eb advertising4 hich as discussed earlier.

Part D INTERNET EXERCISES

012 Ad eek.com

3dfm.com

Ad-tech.com

(ab.com

Adage.com

The internet Ad is more efficient than before4 the Ad on the internet becomes bigger and more attractive. #eople4 ho thought the Ad is valuable4 can find the products or service easily than before. (t8s an advertising age4 customers can find every kind of information they ant and buy the products they ant.