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Behaviors: Communication and Persuasive Message

Topics: Communication, Customer service, Customer Pages: 5 (1415 words) Published: June 2, 2013
E-tailing Behaviors and Persuasive Message
COMM 470
Monday, May 28, 2013
Annjela Hynes-Porter

Transacting goods and services via the Internet, better known as E-tailing is as popular as traditional shopping, and steadily becoming more popular globally; countless options are available to consumers via this method of shopping. Specifically, this method of shopping is increasing in popularity in part to attractive benefits, such as availability, pricing, time savings, and personal exertion. Theses benefits are causing the E-commerce market to become extremely competitive, resulting in retailers giving constant attention to marketing; acquiring new customers and retaining fixtured customers. Analysis of consumer behavior is vital to the existence of electronic retailers because they need to understand the consumers thought processes prior to a customer making a purchase, so the E-retailer can assist them with any needs in regard to purchasing, retuning, and exchanging or inquiring about goods and services.

The purpose of this paper is to identify three behaviors inherent in E-tailing. It will discuss the communications medium in which each behavior occurs and explain how each medium enables E-commerce. Each behavior will be analyzed by using the communication process; purpose, encode, decode, message, environment, noise, technology, and feedback. Additionally, a sample persuasive message aimed at the virtual audience will be authored.

Common E-tailing Processes
Often, consumers who buy products and services via E-tailing remain loyal to products and services they are familiar with because of the relationship, and trust developed prior to E-tailing. The consumers thought process when making purchases via E-tailing consist of three categories; interest, transactions and check-out, and consumer care. E-retailers promote one-to-one marketing, and aspire to support consumers continually to ensure total customer satisfaction, and retain relationships that will yield return visit to the website for more purchases (Turban et al, 2008). Behaviors

Interest, is the consumer inquiring about a product or service and what is his or her need for it. This interest; need for knowledge can is satisfied through various mediums, such as virtual catalogs, pricing, and advertising via the Internet; more specifically the continual promotion of brand names (intervening variables). The E-retailer is depending on these mediums collectively to inspire consumers to make purchases. In the communications model, the encoder (consumer) is in search or a product or service (purpose/message/inquire), the Internet (technology), executes the search for pricing and other information needed by the encoder to make a purchase. The decoder (receiver) researches information needed by the encoder, the decoder becomes the encoder, and enters search results (feedback) to the Internet (technology) for the decoder (consumer) to view (Turban et al, 2008).

This interest in influenced by consumer characteristics, such as age, gender, education and preferences (independent and uncontrollable variables/environmental variables). The receiver uses pricing, promotions, branding, displays in stores, logistics support, and social influence (intervening variables/environmental variables) to peak the senders interest. This medium enables E-commerce by linking consumers to websites to find more information about the products and services. This behavior leads the consumer to the next behavior.

Transactions and Check-Out, is when the consumer exercises product brokering (decision on what to buy), merchant brokering (decision on who to buy from), apply negotiation methods, ask questions, check consumer reports and reviews, make final decision to buy, and arrange payment and delivery (Turban et al, 2008).

This behavior is predominantly influenced by special deals from the E-retailer, such as free product testing for limited amounts of...
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