Questions and Answers
What type of information is collected at e-commerce sites?
What is a unique challenge posed by social networks?
What is a concern with smartphone apps?
What is profiling in the context of online behavior?
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What is the purpose of advertising networks?
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What is the name of Google's program that involves profiling and behavioral targeting?
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What is the primary goal of psychographic research in online consumer behavior?
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What is the primary factor that influences online consumer behavior, according to the general online behavior model?
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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?
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What percentage of Internet users are shoppers, according to the data?
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What is the term used to describe the influence of online activities on offline retail purchases?
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What is the primary benefit of using clickstream data in marketing?
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What is a key finding regarding Internet access in households in 2012?
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Which demographic factors influence online usage?
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What is a key lifestyle impact of Internet usage?
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What do consumer behavior models aim to explain?
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What is an example of a background demographic factor?
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What is a type of reference group?
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What is a characteristic of subcultures?
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What is a component of a consumer's psychological profile?
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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 and Privacy
- 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
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Description
Learn about the types of information collected at e-commerce sites and social networks, and the challenges to maintaining privacy.
