Final

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Questions and Answers

What type of information is collected at e-commerce sites?

Only personally identifiable information

Only anonymous information

Neither personally identifiable information nor anonymous information

Both personally identifiable information and anonymous information (correct)

What is a unique challenge posed by social networks?

Maintaining privacy (correct)

Encouraging sharing personal details

Monetizing social networks

Sharing personal details

What is a concern with smartphone apps?

They do not require permission to access device data

They collect personal information for targeting ads (correct)

They do not collect personal information

They do not track user locations

What is profiling in the context of online behavior?

Creation of digital images that characterize online individual and group behavior Signup and view all the answers

What is the purpose of advertising networks?

All of the above Signup and view all the answers

What is the name of Google's program that involves profiling and behavioral targeting?

AdWords Signup and view all the answers

What is the primary goal of psychographic research in online consumer behavior?

To divide the market into groups based on social class, lifestyle, and personality characteristics Signup and view all the answers

What is the primary factor that influences online consumer behavior, according to the general online behavior model?

Web site features, such as latency and security Signup and view all the answers

What is the term used to describe the analysis of consumer behavior based on their online activities, such as number of days since last visit and number of products viewed?

Clickstream behavior Signup and view all the answers

What percentage of Internet users are shoppers, according to the data?

88% Signup and view all the answers

What is the term used to describe the influence of online activities on offline retail purchases?

Coupled commerce Signup and view all the answers

What is the primary benefit of using clickstream data in marketing?

To develop targeted marketing campaigns Signup and view all the answers

What is a key finding regarding Internet access in households in 2012?

The growth rate of Internet access has slowed Signup and view all the answers

Which demographic factors influence online usage?

Gender, age, ethnicity, community type, income, and education Signup and view all the answers

What is a key lifestyle impact of Internet usage?

Increased television viewing Signup and view all the answers

What do consumer behavior models aim to explain?

What consumers purchase, where, when, how much, and why they buy Signup and view all the answers

What is an example of a background demographic factor?

Culture Signup and view all the answers

What is a type of reference group?

Direct reference group Signup and view all the answers

What is a characteristic of subcultures?

Formed around major social differences Signup and view all the answers

What is a component of a consumer's psychological profile?

Psychological characteristics Signup and view all the answers

Study Notes

Information Collected at E-commerce Sites

Personally identifiable information (PII) is collected, including name, address, phone, e-mail, and social security number
Anonymous information, such as bank and credit accounts, gender, age, occupation, and education, is also collected
Preference data, transaction data, clickstream data, and browser type are collected as well

Social networks encourage sharing personal details, posing a challenge to maintaining privacy
Facebook's facial recognition technology and tagging feature collect personal information
There is a conflict between personal control over personal information and the organization's desire to monetize social networks

Mobile and Location-based Privacy Issues

Smartphone apps funnel personal information to mobile advertisers for targeting ads
Apps track and store user locations
42% of users consider privacy a concern, and the Mobile Device Privacy Act aims to inform consumers about data collection (although it has not been passed)

Profiling and Behavioral Targeting

Profiling creates digital images of online individual and group behavior, including anonymous and personal profiles
Advertising networks track consumer behavior on the web, dynamically adjust what the user sees on the screen, and build and refresh consumer profiles
Google's AdWords program is an example of this

Online Purchasing Decision

Psychographic research combines demographic and psychological data to divide markets into groups based on social class, lifestyle, and/or personality characteristics
The stages in the consumer decision process include: awareness of need, search for more information, evaluation of alternatives, actual purchase decision, and post-purchase contact with the firm

Model of Online Consumer Behavior

The decision process is similar for online and offline behavior
Online behavior is influenced by consumer skills, product characteristics, attitudes toward online purchasing, perceptions of control over the web environment, and website features like latency, usability, and security
Clickstream behavior includes factors like the number of days since the last visit, speed of clickstream behavior, and number of products viewed during the last visit

Clickstream Marketing

Clickstream factors are used to develop dynamic marketing strategies
Clickstream behavior includes the number of days since the last visit, speed of clickstream behavior, and number of products viewed during the last visit

Shoppers: Browsers and Buyers

88% of internet users are shoppers, with 72% being buyers and 16% being browsers who purchase offline
One-third of offline retail purchases are influenced by online activities
Online traffic is also influenced by offline brands and shopping, making it part of a continuum of consuming behavior