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Chapter Four: Consumer Behavior, Market Research, and Advertisement



EXHIBIT W4.1.1 Overview of Design Space for Online Buyer

Decision Support
Buyer Behavioral Stage Identify & Manage Criteria Search for Products & Merchants Compare Alternatives & Choose Updated Miles et al. (2000) Modified Guttman et al. (1998)

Product Representation DSS Design Choices (Current Transaction) • Table • Text • Image Product Parameters • Listings • Tech explanations • Reviews

Site Metaphor • Browse • Search • Bot/Wizard Search Type • Keyword • Conceptual • Parameter • Natural language Trouble Management • Help/FAQ • Error recovery

Scope of Comparison • Single seller • Multi-seller • X-exchange Mode of Comparison • Tabular • Graphical • Reviews

Price Negotiation • None • e-Bidding • Call support Shipping Options • One • Many

Finance Center • Line of credit • Instant loan • Lease

Personalization Cross-Transaction Concerns • Display • Product info • Content • Suggestions

User Preferences • Past buying habits • Psycho-demographics • Likely tendencies

Customer Help • Call-In • 24 x 7 support • CRM software • Live chat

Source: Overview of Design Space for Online Buyer Decision Support from International Journal of Human Computer Studies, vol. 55, Silverman, B.G. et al. “Implications of Buyer Decisions Theory for Design of E-Commerce Web Sites,” 2001, ©2006. Reprinted by permission of Elsevier.


Part 2: Internet Consumer Retailing

Online File W4.2 Customer Exit Barriers
What can companies do to keep customers from leaving their company for another? The following nine “exit barriers,” based on Diorio (2002), can help companies bolster e-loyalty: 1. Customers’ learning curve. The company’s Web site should be easier to use than any other company’s. To achieve this goal, use familiar and easy-to-negotiate menus, similar to eBay’s online help. 2. Process integration. Become a part of the way your...
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