Professional Documents
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1
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
CHAPTER 4
E-ENVIRONMENT
Slide 4.2
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Learning outcomes
Macro-en$ironment
1ocia"
Lega"
Economic
Po"itica"
Tecno"ogica"
Slide 4."
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
1LEPT3 1ocia"
Cost of access
Va"ue %ro%osition
Ease of use
1ecurity
2ear of te un'no.n
Slide 4.12
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Internet Access
7road&and ado%tion
&ig're 4.2 .lo/al variation in n'-/er of 0Cs 1er h'ndred 1o1'lation and 1er*entage
Internet a**ess in 24
Source2 I34 5666.it'.int7I348D7i*t7statisti*s79
&ig're 4.3 :ariation in de-ogra1hi* *hara*teristi*s of 4; Internet 'sers2 5a9 gender,
5/9 age, 5*9 so*ial grade
Source2 eMori 3e*hnology 3ra*ker , 666.-ori.*o-7te*hnology7tra*kerdata.sht-l
Slide 4.1"
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Consumers in-uenced &y
using te on"ine canne"
Psycogra%ic segmentation
Rea"istic entusiasts
Carefree s%enders
Cautious so%%ers
7argain unters
8nfu"6""ed
&ig're 4.4 0er*entage /y *ategory 6ho /o'ght offline after resear*hing online
Source2 <rand=e6)orld2 >?L 4; 7 >nne Molen 5Cranfield S*hool of Manage-ent9 7 @enley Centre, 24
&ig're 4." Develo1-ent of eA1erien*e in Internet 'sage
Slide 4.1$
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
797 Pro6"es
In-uenced on"ine
Purcase on"ine
&ig're 4.# 0er*entage of /'sinesses that order online
Source2 D3I 5249, &ig !.3a
Slide 4.2
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
+y %ersona" data are
$a"ua&"e,
:* Contact information
9* Pro6"e information
;* 7ea$iora" information <on a sing"e
site=
4* 7ea$iora" information <on mu"ti%"e
site=
Slide 4.21
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Etica" issues and data
%rotection
Etica" issues concerned .it %ersona" information
o.nersi% a$e &een usefu""y summari#ed &y
Mason <:>?@= into four areas3
:* Pri$acy A .at information is e"d a&out te
indi$idua",
9* Accuracy A is it correct,
;* Pro%erty A .o o.ns it and o. can o.nersi% &e
transferred,
4* Accessi&i"ity A .o is a""o.ed to access tis
information( and under .ic conditions,
Slide 4.22
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Etics A 2"etcerBs $ie.
AccurateD
1ecureD
Persistent
Tem%orary or session
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Slide 4.3
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
8sing Coo'ies
Slide 4.31
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
+at are coo'ies used for,
TR81Te
getsafeon"ine
Slide 4.33
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
TR81Te and I1I1
Slide 4.34
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Cec'"ist of com%"iance
Inform te user
Accessi&i"ity "a.
Slide 4.3!
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
9*2orming an e"ectronic
contract
Prices information
1u&stitution
Slide 4.3$
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
EconomicGPo"itica"
Ta)ation regimes
Te a%%"ication of e-commerce
tecno"ogies to go$ernment and %u&"ic
ser$ices
Slide 4.4"
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2!
Tecno"ogica" issues
Rate of cange
Co%yrigt