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THE ROLE OF ONLINE STORE
ATMOSPHERICS IN CONSUMER
BEHAVIORTommi Kaikkonen
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OUT LINE
IntroductionWhat Is Online Store
E-commerce And Online Store
Brief History of Online Store
What Is Consumer Behavior
Consumer Behavior In Online Store
The Online Store Environment Framework
References
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INTRODUCTION
The purpose of this article is to examine
the history of both offline and online store
environment research, review the current
discourse on online store atmospherics andhow it effects customer behavior, and review
empiric findings on atmospheric attributes,
such as background music, font and color ofweb site.
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WHAT IS ONLINE STORE
An online store, accessible with a computer througha browser via the internet.
According to emarketingdictionary.com definitiononline store is a web site that enables visitors tofind, order and pay for products and services.
Online store atmospherics have been studied widelyFurthermore, the way web designers establishatmospherics online is continually changing andevolving with leaps in web technology,.
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E-COMMERCE AND ONLINE STORE
E-commerce describes the process of buying,
selling, transferring, or exchanging products,
services, and information via computer
network, including the Internet.
Online Store is a part of E-commerce
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BRIEF HISTORY OF ONLINE STORE
EC applications were developed first in the early 1970s thatis electronic funds transfer(EFT).
Thaninter organizational system(IOS)
Electronic commerce has been on the rise especially sincethe invention of World Wide Web browsing in 1990 by TimBerners-Lee.
By the end of the 20th century, online security had
improved and continuous connection to the internet waspossible via DSL (digital subscriber line), enabling e-commerce to function on a whole new level.
In 2011, e-commerce and online retail sales in theUnited States alone were projected to reach $197billion.
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WHAT IS CONSUMER BEHAVIOR
Consumer behavior is the study of individuals,
groups, or organizations and the processes
they use to select, secure, and dispose of
products, services, experiences, or ideas tosatisfy needs and the impacts that these
processes have on the consumer and society
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CONSUMER BEHAVIOR IN ONLINE
STORE
Electronic markets affect the consumer purchasedecision in two ways.
First,
The digitization of market mechanism reducescustomers search costs in terms of money, time andeffort needed to gather information on price, qualityand product features.
Second,
The information of products and their distribution isdigitized. For the seller, digitization eliminates the needto maintain an inventory of goods.
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IMPORTANCE OF CONSUMER
BEHAVIOR IN ONLINE STORE
This is because in an offline setting, the retail
environment is totally under the control of the
store manager, though customers can openly
voice their opinions.
In an online environment, a customer might
have the feeling that he has no control over
the environment because he cant evencommunicate to staff directly.
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THE ONLINE STORE ENVIRONMENT
FRAMEWORK
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Online Store Considerations
Advantages
Unlimited space to present
product assortments, displays,
and information
Can be customized to theindividual customer
Can be modified frequently
Can promote cross-
merchandising and impulse
purchasing Enables a shopper to enter and
exit an online store in a matter of
minutes
Disadvantages
Can be slow for dialup shoppers
Can be too complex
Cannot display three-dimensional aspects of productswell
Requires constant updating
More likely to be exited withoutpurchase
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The S-O-R paradigm
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Conclusion
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Analysis
Most of the information and knowledge-how in online
atmospheric attributes lies behind professional designers
applying best practices. They can design online stores that are
pleasurable to look at due to color harmony, intelligent use of
white space and great typefaces. This literature review makes it clear that atmospherics have a
significant influence on consumer behavior in the online setting.
Online store atmospherics can influence which product a
consumer chooses to buy, they can affect store image throughdifferent atmospheric attributes such as font personality or
amount of white space. Colors and color schemes affect us both
physiologically and psychologically and those effects should be
taken into account when managers plan for an online store.
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REFERENCES
Book References Electronic Commerce, Efraim Turban, Pearson
Education,2004.
Management Information Systems,James A OBrien, SeventhEdition, TATA McGRAW HILL
http://www.tcs.com/Pages/default.aspx
http://www.nirma.co.in/index.htm
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