¶ … behaviors inherent in e-tailing (in business-to-Consumer relationships / communications). Note the communications medium in which each behavior occurs.
Explain how each medium enables e-commerce.
E-tailing is the business of electronic retailing or retailing over the Internet (*). There are three types of e-tailing behavior: independent, intervening variables, and dependent variables.
Independent:
The independent retailer will want to know two variables of the people who generally resort to e-commerce. These are: (a) personal characteristics and (b) environmental characteristics. The retailer will want to know the buying habits of the consumers in order to target a given market. These demographics include age, gender, marital status, occupation and income.
The retailer, too, will want to know the environmental variables, namely background variables of what or who influence the consumer; where the consumer shops; what the consumer would like to buy and so forth. This is so in order that the retailer would know where to advertise.
2. Intervening variables
These are variables that the retailer controls and that include factors such as pricing, advertising, branding, technical support and consumer service. Advertising is mostly done by social media outlets such as Facebook or blogs. Online pricing has to be competitive and includes shipping rates. Since e-commerce is extremely competitive with consumers browsing for cheapest rates, retailers have the challenging task of combining quality with attractive cost.
Retailers monitor success of their 'intervening variables' by hosting consumer service on their website. This enables the business to see whether consumers are interested in their product and return for more.
3. Dependent variable
This factor actually involves consumer decision-making protocol where consumer decides what it is he actually wants to buy, which site seems to be most attractive, where it would be cheapest for him to go, which product would be better for him to buy, and so forth. In other words, this involves all the elements that constitute the buying decision.
All three variables singly and together constitute, and enable, e-commerce to occur.
Analyze each behavior using the communication...
The analysis should include descriptions of the purpose, sender, receiver, message, environment, technology, noise, and feedback.
Each of these factors of the communication process makes up the milieu of e-commerce.
The purpose is the reasons that the consumer wishes to browse the web: he is seeking something specific to buy at a certain, undetermined or predetermined cost.
The sender is the seller. The seller 'sends' the message that he has one or more products that can fulfill consumer's needs
The receiver is the consumer. The consumer sends the message that he may be potentially interested in one or more products on retailer's site. He wonders whether product meets all of his needs.
The message is that which is sent between sender and receiver consisting of the attractiveness of the e-commerce website and the message of what it is that buyer has to sell.
The environment consists of the online environment which is where sender and receiver are communicating.
The technology is the internet. It is the internet which relays message and serves as medium between buyer and consumer.
Noise is distractions form other sites, distractions inherent in internet, possible internet disturbance, and possible distractions in client's own environment.
Feedback represents recipient responding to sender, usually via consumer service, and sender trying to understand recipient's needs.
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