954420 E-Commerce บทที่ 4 พฤติกรรมผู้บริโภค การวิจัยการตลาดออนไลน์และ การบริหารความสัมพันธ์ลูกค้า

Outline พฤติกรรมผู้บริโภค การวิจัยการตลาดออนไลน์ การบริหารความสัมพันธ์ลูกค้า

EC Consumer Behavior พฤติกรรมผู้บริโภค

SoLoMo พฤติกรรมผู้บริโภค Easy_online_shop หน้า 91-93

Learning about consumer behavior online EC Consumer Behavior Model

The Consumer Decision-Making Process Initiator: The person who first suggests or thinks of the idea of buying a particular product or service Influencer: A person whose advice or view carries some weight in making a final purchasing decision Decider: The person who ultimately makes a buying decision or any part of it – whether to buy, what to buy, how to buy, or where to buy. Buyer: The person who makes an actual purchase. User: The person who consumes or users a product or service.

Purchase Decision-Making Process and Support System Steps in the Decision-Making Process CDSS Support Facilities Generic Internet and Web Support Facilities Need recognition Agents and event notification Banner advertising on Web sites URL on physical material Discussions in newsgroups Information search Virtual catalogs Structured interaction and question/ answer sessions Web directories and classifiers Internet search on Web site External search engines Focused directories and information brokers

Purchase Decision-Making Process and Support System Steps in the Decision-Making Process CDSS Support Facilities Generic Internet and Web Support Facilities Evaluation, negotiation, selection FAQs and other summaries Samples and trials Models that evaluate consumer behavior Pointers to and information about existing customers Discussions in newsgroups Cross-site comparisons Generic models Purchase, payment, and delivery Ordering of product or service Arrangement of delivery Electronic cash and virtual banking Logistics providers and package tracking After-purchase service and evaluation Customer support via e-mail and newsgroups

The New Marketing Model

Personalization Solicit information directly from the user Asking the user to fill in a questionnaire or by conducting and interview with the user Observe what people are doing online Use cookie – a data file that is stored on the user’s hard drive The cookie will collect information about the user’s activities at the site Other tools such as spyware and Webbugs Build from previous purchase patterns For example, Amazon.com builds customer profiles to recommend books, CDs, and other products, based on what customers have purchased before, rather than asking customers, using cookies, or doing market research Perform marketing research Firms can research the market using tools such as data mining Make inferences Infer from information provided by customers on other issues or by analyzing similar customer

Research Framework of Consumer Satisfaction with Internet Shopping การวิจัยการตลาดออนไลน์

Research Framework of Consumer Satisfaction with Internet Shopping

Online Market Research Process Steps in Collection Market Research Data Define the research issue and the target market Identify newsgroups and internet communities to study Identify specific topics for discussion Subscribe to the pertinent groups: register in communities Search discussion group topic and content lists to find the target market Search e-mail discussion group lists Subscribe to filtering services that monitor groups Read FAQs and other instructions Visit chat rooms

Online Market Research Process Content of the Research Instrument Post strategic queries to groups Post surveys on a Web site Offer rewards for participation Post strategic queries on a Web site Post relevant content to groups, with a pointer to a Web site survey Post a detailed survey in special e-mail questionnaires Create a chat room and try to build a community of cunsumers

Online Market Research Process Target Audience of the Study Compare audience with the target population Determine editorial focus Determine content Determine what Web services to create for each type of audience

Clickstream data Data that occur inside the Web environment; they provide a trail of the user’s activities Clickstream data คือข้อมูลที่ถูกเก็บรวบรวมโดยอัตโนมัติจาก Website ของบริษัท หรือจากสิ่งที่ ผู้เข้าเยี่ยมชมทำบน website

Clickstream data can reveal information such as What goods the customer has looked at สินค้าที่ลูกค้ามองหาอยู่ What goods the customer has purchased สินค้าที่ลูกค้าซื้อ What goods the customer examined but did not purchase สินค้าที่ดูแต่ไม่ซื้อ What items the customer bought in conjunction with other items ซื้ออะไรแล้วซื้ออะไรต่อ What items the customer looked at in conjunction with other items but did not purchase

Clickstream data can reveal information such as Which ads and promotions were effective and which were not โฆษณาหรือ โปรโมชัน ใดที่มีผลต่อการตัดสินใจซื้อสินค้า หรือ ไม่ซื้อสินค้า Which ads generate a lot of attention but few sales โฆษณาใดที่สร้างความสนใจ มากแต่มียอดขายเกิดขึ้นน้อย

Clickstream data can reveal information such as Whether certain products are too hard to find and/ or to expensive สินค้าหายาก หรือ ราคาแพง Whether there is a substitute product that the customer finds first สินค้าทดแทน อะไรที่พบก่อน Whether there are too many products for the customer to wade through สินค้า มีมากมายทำให้ลูกค้าค้นเจอยาก Whether certain products are not being promoted สินค้าที่ไม่ได้โปรโมท Whether the products have adequate descriptions สินค้ามีการอธิบายเพียงพอ

Advertising Methods: Banners A banners is a graphic display that is used for advertising on a Web page The size of the banner is usually 5 to 6.25 inches in length, 0.5 to 1 inch in width, and is measured in pixels Random banners Static banners Pop-up banners

Advertising Methods: Pop-up and Similar Ads Pop-up ad An ad that appears in a separate window before, after, or during internet surfing or when reading e-mail Pop-under ad An ad that appears underneath the current browser window, so when the user closes the active window. Interstitials An interstitial, a type of pop-up ad, is a page or box that appears after a user clicks a link

Advertising Methods: E-mail Advertising A popular way to advertise on the internet is to send company or product information to people or companies listed in mailing lists via e-mail The advantages of the e-mail advertising approach are its low cost and the ability to reach a wide variety of targeted audiences E-mail is an interactive medium, and it can combine advertising and customer service A list of e-mail addresses can be a very powerful tools with which a company can target a group of people it knows something about

Advertising Methods: Newspaper-Like Standardized Ads Tests found that users read these ads four times more frequently than banners (Tedeschi, 2001) Classified Ads

Advertising Methods: Search Engine Advertisement Paid Search-Engine Inclusion Several search engines charge fees for including URLs at or near the top of the search results. For example, google.com and overture.com charge firms for sponsor matching

Advertising Methods: Advertising in Chat Rooms Advertising in Newsletters Other forms of advertising

CRM: Customer Relationship Management การบริหารความสัมพันธ์ลูกค้า

สร้างความมั่นใจให้ลูกค้า

การบริหารความสัมพันธ์ลูกค้า

การบริหารความสัมพันธ์ลูกค้า

Question

Reference กรมพัฒนาธุรกิจการค้า. คู่มือลัดเปิดร้านค้าออนไลน์ได้ด้วยตัวคุณ. (2557) หน้า 114 – 117 Turban, E., King, D., Viehland, D., and Lee, J. (2006). Electronic Commerce A Managerial Perspective. Pearson International Edition.