Online Consumer behaviour Flashcards
What are the key differences between traditional and digital consumers in the acquisition process? - SEARCH
Traditional consumers visit malls; digital consumers search online.
What are the key differences between traditional and digital consumers in the acquisition process? - SHOPPING
Traditional consumers visit stores; digital consumers use branded/comparison websites.
What are the key differences between traditional and digital consumers in the acquisition process? - SELECTION
Traditional consumers see products physically; digital consumers compare costs & delivery times.
What are the key differences between traditional and digital consumers in the acquisition process? - DECISION-MAKING
Traditional consumers decide in-store; digital consumers rely on ratings & ease of purchase.
What are the key differences between traditional and digital consumers in the acquisition process? - PURCHASE
Traditional consumers queue; digital consumers use one-click delivery.
What are the key differences between traditional and digital consumers in the acquisition process? - GIFT
Traditional consumers wrap & post gifts; digital consumers use automatic gift options.
What are the key differences between traditional and digital consumers in the acquisition process? - RENTAL
Traditional consumers visit stores; digital consumers rent online (music, cars, properties, etc.).
What are the different types of online consumer behaviour?
- Mixed-mode shopping
- Goal-directed online behaviour
- Experiential online behaviour
- Tracker
- Hunter
- Explorer
Explain this type of online consumer behaviour - Goal-directed online behaviour
Product comparison, time-saving
Explain this type of online consumer behaviour - Experiential online behaviour
Entertainment, gaming, socializing
Explain this type of online consumer behaviour - Tracker
Searches for specific products
Explain this type of online consumer behaviour - Hunter
Browsws broadly but buys specific items
Explain this type of online consumer behaviour - Explorer
Browses with no fixed goal
What are the most important services for online shopping?
Low prices
Free shipping
Easy website navigation
Flexible returns
Pick-up/return in-store
Same-day delivery
How has the internet increased consumer power?
Consumer communication
Access to information
Anti-corporate activism
Difficult customer retention
Privacy concerns
What are the main concerns about online security?
Lack of control (hacking, spam, fraud)
Trust issues in transactions (need for call centers, order confirmations)
Privacy invasion (improper collection & use of consumer data)
What are some negative effects of internet use?
Social isolation
Internet addiction
Exposure to harmful content
What does “dematerialization” mean in digital consumerism?
Many possessions are now intangible e.g digital photos.
Items are easily reproduced but lack unique characteristics of physical objects e.g, digital goods like spotify
What is the difference between liquid and solid consumption?
Liquid consumption: Ephemeral, access-based, dematerialized (e.g., streaming services).
Solid consumption: Ownership-based, physical, lasting (e.g., physical CDs, DVDs).
How does online self-presentation affect identity?
People can alter or enhance their identity online.
Anonymity enables identity experimentation.
Social media posts and interactions co-construct identity.
How does the internet impact gender identity?
Online spaces allow anonymity and gender fluidity.
Some use gender switching as a form of experimentation.
However, most people maintain their real gender identity.
What are the psychological impacts of selfies?
Empowerment & self-expression
Self-therapeutic (challenges beauty standards)
Narcissistic/self-promotional (some argue it encourages vanity)
How do brands build loyalty online?
Provide fun, adventure, and self-expression.
Create interactive communities (e.g., fan groups).
Offer a seamless shopping experience (personalized recommendations).
What is advergaming?
Online games integrated with advertisements.
Allows companies to target specific consumers.
Often requires user registration, enabling data collection.
