Psychology and Sociology for Online Media Applications PDF

1 COURSE: PSYCHOLOGY AND SOCIOLOGY FOR ONLINE MEDIA APPLICATIONS CHARGÉE DU COURS: BOUALLEGUE SABRINE 3ÈME ANNÉE LICENCE EN INFORMATIQUE BI ANNÉE UNIVERSITAIRE: 2024-2025 2 - To understand key concepts and theories of psychological and...

1 COURSE: PSYCHOLOGY AND SOCIOLOGY FOR ONLINE MEDIA APPLICATIONS CHARGÉE DU COURS: BOUALLEGUE SABRINE 3ÈME ANNÉE LICENCE EN INFORMATIQUE BI ANNÉE UNIVERSITAIRE: 2024-2025 2 - To understand key concepts and theories of psychological and sociological factors. - To have contributed to a better understanding of cyber- consumer's behaviors and the concept of online media Course applications. objectives - To determine psychological factors for online media applications for consumers. - To determine sociological factors for online media applications for consumers. 3 PLAN Introduction Chapter 1: Generality of cyber-consumers Chapter 2: Psychological factors Chapter 3: Sociological factors Conclusion 4 INTRODUCTION (1/3) Understanding consumer behavior on the Internet, and more particularly their purchasing behavior on a commercial site, is a major challenge for retailers on the Web. The study of this behavior must seek to understand it in its entirety, from the acceptance of this mode of sale and distribution, through the search for continuous or directed information, to the purchase/consumption and eventual repurchase. 5 INTRODUCTION (2/3) In order to analyze this behavior, we must identify the profile of cyber shoppers and then highlight the variables that influence their decisions and the steps in the process that leads to the act of purchasing. A cyber consumer is a consumer who buys a product or a service by carrying out one of the steps of the purchasing process on the Internet: research, choice, comparison, order and payment. 6 INTRODUCTION (3/3) With the opportunities offered by Web 2.0, the consumer is no longer a simple target for companies but rather a significant communication relay given the speed of propagation of information that Web 2.0 offers. The unilateral communication of companies has disappeared in favor of bilateral communication. Consumers can create information, articles, photographs, videos. This information can be relayed on social media (blogs, wikis, social networks) and consulted, commented, shared by a very large number of potential consumers. 7 Chapter 1: Generality of cyber-consumers 8 WHAT ARE THE ONLINE MEDIA APPLICATIONS? (1/2) Online media applications or Social media are interactive technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of social media arise due to the variety of stand-alone and built-in social media services currently available, there are some common features: 9 WHAT ARE THE ONLINE MEDIA APPLICATIONS? (2/2) - Social media are interactive Web 2.0 Internet-based applications. - User-generated-content such as text, posts or comments, digital photos or videos, and data generated through all online interactions is the lifeblood of social media. - Users create service-specific profiles for the website or app that are designed and maintained by the social media organization. - Social media helps the development of online social networks by connecting a user's profile with those of other individuals or groups. 10 New market segment of online media applications: ❑Cyberbuyers: Professionals who spent time online at their offices making complex purchasing decisions. ❑Cyberconsumers: Home computer users wired up to commercial online services and internet. ❑Cybersurfers: Users using online technology expanding their horizons challenge, their abilities and for fun.This is typically younger and possess shorter attention spans.  CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 11 1. Definition of Cyber- consumer The concept of Cyber includes users of the Internet and other forms of electronic media such as cell phones. The cyber-consumer is then above all a consumer of electronic media - and by extension, an Internet user. 12 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 1. Definition of Cyber- consumer the cyber-consumer is a person making purchases on online commerce platform. 13 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 1. Definition of Cyber- consumer From a marketing point of view, the cyberconsumer can then be defined as a buyer of goods or services via the Internet, whose interaction with brands and other consumers is increased and is also carried out before and after the purchase act. 14 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 2. Cyber-consumer’s attributes: Buying on the Internet most often implies being an Internet user, having access to a computer connected to the Internet. The first generations of Internet users had extremely marked socio-demographic specificities. Male, young, urban, high class social, technophile, income and education level above average, the typical Internet user had technical, economic and cultural capital. 15 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 2. Cyber-consumer’s attributes: The behavior of web browsers reveals the presence of several internet user’s profiles: The basics: don't like to spend much time on the Web. They tend to go there to search for practical information. They are suspicious of e- commerce and only remotely interested in technology. They are numerous on sites like Google,Yahoo. 16 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 2. Cyber-consumer’s attributes: The behavior of web browsers reveals the presence of several internet user’s profiles: The companions: are young people (between 15 and 24 years old), mostly students. They appreciate community and ludic sites. They are mostly men. If they like to surf the Web, they rarely buy online. We meet them on sites like Facebook, jeuxvidéo.com. 17 CHAPTER 1: GENERALITY OF CYBER- CONSUMERS 2. Cyber-consumer’s attributes: The behavior of web browsers reveals the presence of several internet user’s profiles: The Sweet Homes: Similar to the new generation of "housewives under 50 years old (63% of women), "Sweet Homes" stroll and shop on the Internet.They visit cooking, cosmetic and fashion websites.  CHAPTER 1: GENERALITY OF CYBER- 18 CONSUMERS 2. Cyber-consumer’s attributes: The behavior of web browsers reveals the presence of several internet user’s profiles: The Traders: are defined by their interest in finance. This majority of men (83%) invest their money on the Internet, access information sites and mainly execute their transactions on the exchange online. Also, the "Trader" is passionate about stock exchange sites and economic information.  CHAPTER 1: GENERALITY OF CYBER- 19 CONSUMERS 2. Cyber-consumer’s attributes: The behavior of web browsers reveals the presence of several internet user’s profiles: The Experts: are computer professionals. This rare species is destined to decrease with the development of the Internet. They use the Web several hours a day to work, check their bank accounts, get training, download music or participate in forums. They consider the Web as an excellent shopping guide, and they don't hesitate to do their shopping on it. So they are mostly found on auction sites.  CHAPTER 1: GENERALITY OF CYBER- 20 CONSUMERS 3.The online shopping process for the cyber-consumer: Identifying a problem (the triggering of a need) Information search Evaluation of alternatives The purchase decision Post-purchase evaluation  CHAPTER 1: GENERALITY OF CYBER- 21 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖The triggering of a need: It differs according to the purchase situation, if the purchase is goal-directed, the need is aroused following off-line stimuli (outside the web) such as catalogs, promotions or off-line advertisements, discussions with members of a reference group, the desire to solve a particular problem...etc. On the other hand, if the purchase is experiential, the purchase is triggered by exposure to the atmosphere variables of the visited sites (color, design, music, animation, advertising banners...).  CHAPTER 1: GENERALITY OF CYBER- 22 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖Information search: In a purchase directed towards a goal, the cyberconsumer tries to identify the different brands susceptible to satisfy his need and to inform himself on their characteristics by consulting various categories of sites. We distinguish between search engines that allow to find manufacturers' sites or online galleries, merchant sites where are presented the products or comparison sites where we find comparisons between several brands made by consumers or experts, and community sites where consumers exchange their opinions through forums or e-mails.  CHAPTER 1: GENERALITY OF CYBER- 23 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖Information search: The cyber-consumer can also receive newsletters from certain manufacturers that inform about their products or promotions. The richness and relevance of the information contained in certain sites lead Internet users to develop an attitude of loyalty towards them by adding them to their favorite sites. On the other hand, in an experiential purchase, the search for information is limited to the content of the site that has been able to seduce the cyberconsumer by its atmospheric variables.  CHAPTER 1: GENERALITY OF CYBER- 24 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖Evaluation of alternatives: The evaluation of brands found on commercial sites is generally done on the basis of objective criteria in goal-oriented purchases such as the technical characteristics of the product, the price, the durability... and on the basis of subjective and affective dimensions in experiential purchases such as the symbolic characteristics of the product, its intangible benefits, its non-visual aspects and the hedonic gratifications obtained during the navigation.  CHAPTER 1: GENERALITY OF CYBER- 25 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖Evaluation of alternatives: The evaluation of purchase alternatives has also been profoundly changed by online research through new forms of consumer-to-consumer (C to C) exchange. The opinions that are given by buyers who have experienced the purchase of a product or brand are often consulted before a purchase. Comments posted on online shopping platforms and blogs driven by real opinions provide a new approach to the evaluation of alternatives through the feedback voice given to new opinion leaders. Marketing theory defines opinion leaders as people who informally influence the behavior of other individuals.  CHAPTER 1: GENERALITY OF CYBER- 26 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖The purchase decision: In this stage, internet user decides to buy a brand or a product. The transition to online purchasing can only take place if two conditions are met: firstly, the online consumer must consider that he or she is sufficiently informed and has the conviction to make the right choice. Then, the online purchase can only take place if the perceived risk regarding the product, the brand and the transaction mode specific to the Internet is considered acceptable. On the other hand, making a purchase on the Internet without having first done a search for information online remains a marginal behavior.  CHAPTER 1: GENERALITY OF CYBER- 27 CONSUMERS 3.The online shopping process for the cyber-consumer: ❖Post-purchase evaluation: After the purchase, the consumer can declare his satisfaction or dissatisfaction in discussion forums or community sites. Post-purchase evaluation corresponds to judging the adequacy between the expected benefit and the actual benefit of the product purchased. This evaluation is therefore linked to the level of satisfaction of the cyberconsumer. With the Internet, this evaluation takes on a new importance due to the fact that consumers communicate with each other about their level of satisfaction. Moreover, the Internet represents a risk for companies that should ensure a safe delivery of the product in such a way that the customer feels satisfied with the transaction. 28