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Questions and Answers
What is the primary purpose of tracking files in e-commerce?
Which type of database is commonly used in e-commerce to store and manage customer data?
What is the primary goal of data mining in e-commerce?
Which type of data mining involves using statistical models to predict customer behavior?
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What is the primary purpose of a data warehouse in e-commerce?
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Which of the following is NOT a type of tracking file used in e-commerce?
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What is the primary purpose of beacons in e-commerce?
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Which of the following is a benefit of using data mining in e-commerce?
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What is the primary purpose of psychographic research in the context of online purchasing?
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What is the primary factor influencing online traffic, according to the content?
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What is the term used to describe the process of analyzing a customer's online behavior, including the number of days since last visit and the number of products viewed during last visit?
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What is the percentage of Internet users who are buyers, according to the content?
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What is the primary difference between online and offline consumer behavior, according to the content?
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What is the primary goal of e-commerce marketing, according to the content?
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What is the percentage of offline retail purchases influenced by online activities, according to the content?
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What is the stage of the consumer decision process that involves evaluating alternatives?
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What percentage of U.S. households had internet access in 2012?
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What is a key factor that influences consumer online behavior?
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What is a key difference between broadband and dial-up audiences?
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What is a key aspect of consumer behavior models?
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What is an example of a subculture that influences consumer behavior?
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What is an example of an indirect reference group?
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What is a key aspect of psychographic research?
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What is a key characteristic of consumer online behavior?
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Study Notes
Consumers Online
- 75% of U.S. households (89 million) had Internet access in 2012
- Growth rate of Internet access has slowed, but intensity and scope of use are increasing
- Demographic groups with higher percentages of online usage include:
- Specific gender groups
- Certain age groups
- Ethnic groups
- Community types
- Income levels
- Educational levels
Consumer Behavior Models
- Study of consumer behavior aims to explain what, where, when, how much, and why consumers buy
- Consumer behavior models predict a wide range of consumer decisions based on demographic factors and intervening variables
Background Demographic Factors
- Culture affects entire nations
- Subcultures form around major social differences (ethnicity, age, lifestyle, geography)
- Social networks and communities include:
- Direct reference groups
- Indirect reference groups
- Opinion leaders
- Lifestyle groups
Online Purchasing Decision
- Psychographic research combines demographic and psychological data to divide markets into groups based on social class, lifestyle, and personality characteristics
- Stages in the consumer decision process:
- Awareness of need
- Search for more information
- Evaluation of alternatives
- Actual purchase decision
- Post-purchase contact with firm
Model of Online Consumer Behavior
- Decision process similar for online and offline behavior
- General online behavior model factors:
- Consumer skills
- Product characteristics
- Attitudes toward online purchasing
- Perceptions about control over Web environment
- Web site features (latency, usability, security)
- Clickstream behavior factors:
- Number of days since last visit
- Speed of clickstream behavior
- Number of products viewed during last visit
- Number of pages viewed
- Supplying personal information
- Number of days since last purchase
- Number of past purchases
Tracking Files
- Users are tracked as they move from site to site
- Four types of tracking files:
- Cookies (small text files placed by Web sites)
- Flash cookies
- Beacons (“bugs”)
- Apps
Databases and Data Mining
- Database: stores records and attributes
- Database management system (DBMS): software used to create, maintain, and access databases
- SQL (Structured Query Language): industry-standard database query and manipulation language used in relational databases
- Relational database: represents data as two-dimensional tables with records organized in rows and attributes in columns
- Data warehouse: collects firm’s transactional and customer data in a single location for offline analysis
- Data mining: analytical techniques to find patterns in data, model behavior of customers, and develop customer profiles
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Description
This quiz covers e-commerce marketing concepts, focusing on online consumers, internet access, and demographic trends. Learn about the growth rate of internet usage and its correlation with demographic factors such as gender, age, and ethnicity.
