ITM 350 Chapter Notes - Chapter 6: Transaction Log, Consumer Behaviour, Personalization

• School: Ryerson University
• Department: Information Technology Management
• Course: ITM 350
• Professor: Bharat Shah

Document Summary

Consumer online: the internet audience and consumer behaviour. Community effects: social contagion in social networks: what makes a difference for consumer purchase over the internet is whether or not the (cid:272)o(cid:374)su(cid:373)er is lo(cid:272)ated i(cid:374) (cid:862)(cid:374)eigh(cid:271)orhoods(cid:863) (cid:449)here others pur(cid:272)hase o(cid:374) the i(cid:374)ter(cid:374)et. These neighborhoods can be either face-to-face and truly person, or digital: people who score in the top 10%-15% of connectedness (cid:862)do their o(cid:449)(cid:374) thi(cid:374)g(cid:863) to differentiate themselves and do(cid:374)"t share pur(cid:272)hase de(cid:272)isio(cid:374)s (cid:449)ith frie(cid:374)ds. Highly connected users often stop purchasing what their friends purchase. The middle 50% very often share purchase patterns of their friends: social networks increase research online, followed by purchase offline, driving purchased traffic into physical stores where the product can be bought. Profiles of online consumers: consumers shop online because of convenience. i. e. shop 24/7, easier to compare products, online reviews, better product i(cid:374)for(cid:373)atio(cid:374) a(cid:448)aila(cid:271)le, pro(cid:373)otio(cid:374) se(cid:374)t to (cid:455)ou .