March 29, 2012
Sample Persuasive Message
Most people have ventured onto the world wide web. Some enter the online world to check email from family members far away. Other people enjoy the web to watch videos on YouTube of babies doing the weirdest thing. Some log online for social media websites that let them know what their friends, family and celebrities are doing that day. Most people who have ventured online have shopped on electronic retail sites like Amazon or Overstock.
Electronic retailing has become a big part of who we are today. There are many sites that allow you to shop for everyday items, groceries, or furniture like Amazon, Overstock, Alice, or Newegg. You also have big box stores that have followed suit with e-commerce as they allow customers to purchase products online that can be shipped to their home or a local store. As new and existing retailers grow retailers are forced to stay competitive, retain current customers, find new customers, and keep fighting to be the best e-commerce retailer out there. According to Turban, King, McKay, Marshall, Lee and Viehland (2008) “one of the keys to building effective customer relationships is an understanding of customer behavior online” (p. 157). So for businesses to be active and competitive online they need to understand the general online behaviors of the customer to stay in business.
In this paper I will be discussing three behaviors natural to e-tailing that assist e-commerce companies understand customer behaviors online. I will be discussing the type of communication used when each behavior occurs and explain how each type of communication enables e-commerce. Analyzing each behavior using the communication process will also be discussed ensuring to include descriptions of the purpose, sender, receiver, message, environment, technology, noise, and feedback in the communication process. Lastly, I will explore a sample persuasive message designed for a virtual audience. Behaviors in E-tailing
I see myself as a savvy online customer. I have shopped for products for my home, family, and friends. I have shopped for services like insurance, dog sitting, or home maintenance. The internet has a vast number of websites that help me pick and choose the products and services that work best for me and the general population. When shopping online customers are looking at the type of product or service (is it safe, recommended, green, easy to use, etc.), how can they go about purchasing the product or service, and the reason customers choose one company over the other.
Finding the Right Product or Service
If you are shopping online you probably have a clear idea of what kind of product or service you are looking for. If a customer is looking for a camera that is user friendly, can take pictures during important moments in their life, can take pictures in a flash, and is pocket sized they can essentially look on numerous websites. Best Buy, Target, Amazon, Newegg, the options are endless. With all the options finding the right camera could be difficult. Turban et al. (2008) explains that the product search is influenced by independent variables (p. 158-159). Independent variables include personal characteristics and environmental variables. When searching for the right camera your personal characteristics – age, gender, education, lifestyle, values, personality, etc. – weigh in on finding the right camera. Environmental variables like a customer’s social influence and culture help to narrow down which camera the customer would likely purchase (Turban et al., 2008, p. 158-159). Who a customer is and who they socialize with is not the only thing that influences them in purchasing a camera. In order for customers to know a little about a camera the manufacturer or retailer needs to be able to get the camera out there and communicate to the customers of the perks of the...