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Electronic Commerce Behaviors

Comm/470

February 20, 2012

Electronic Commerce Behaviors

The internet has dynamically changed the way a company pursues business and its consumers. Electronic commerce (EC) is an everyday transaction for almost all of us, whether it is a purchase of clothing, buying a plane ticket or paying a bill via online banking. How we conduct business electronically is not the question to be answered, but why we conduct business electronically at all and with whom. E-tailers have taken the offensive on consumers by storm and their pursuit to increase competitive advantage over competitors. Understanding consumer behavior is a valuable asset e-tailers thrive to achieve. Behavioral research exists to attract, retain and repeat business, a psychological game company’s need to win.

The purpose of this paper is to identify three behaviors that I chose essential for the success in e-tailing. I will analyze the behaviors using the communication process that follows: purpose, message, sender, receiver, noise, environment, technology and feedback. At the conclusion of this paper, there will be a sample persuasive message aimed at a virtual audience.

When a potential customer engages online for products or services, there are several variables to consider before the purchase is finalized. Navigation of a webpage is important. We need to find what we are looking for and generally we want to find it quickly. Consumers are spontaneous shoppers overall, they do not always know what they want, but they want to spend money. Retailers know this! So how does a company persuade a business interaction to increase their bottom line? A few common variables that many consumers do not consider when making a potential purchase, consumers flock to pretty colors. Colors are intentional, the create atmosphere and energy which spawn something inside to make a purchase. The same reason you picked the color of your car you’re driving now!...