Consumer Buying Behaviour Case Study

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THE INFLUENCE OF ONLINE MARKETING ON CUSTOMER BEHAVIOUR IN NIGERIA

CONCEPTUAL BACKGROUND
The increase in available information, well-known businesses and brands on the internet are in addition to providing consumers with a convenient and inexpensive way of belonging to internet community; generate high interest among consumers (Donthu and Garcia, 1999).
The internet has proved to be an indispensable tool in the present-day business-stimulated society such as Nigeria; for marketing purposes, consumer information management, communication and research. Arnott and Bridgewater (2002) propose that interactivity nature of online/internet service enhances firm’s capacity to understand consumer buying behaviour. This could entail that utilization …show more content…

While focusing on intentions to go online, explanations based on the ‘Theory of planned behaviour’ (Ajzen, 1991) and the ‘Theory of reasoned action’ (Fishbeinand Ajzen, 1975 as cited in Omar et al, 2011), have been stressed largely on the basis that behavioural intention can be a strong predictor of actual behaviour. Attitudes and perceptions (subjective norms) towards risk, technology, marketer, website as well as seeming behavioural control, become precursors to any review of on-line behaviour and are very handy in any …show more content…

(3) Consumer services: Asynchronous contact via e-mail; (Kim, 2002) with content of clarity of change of products, return/refund policies; stipulation of order information, product arrival details (Baroudi and Orlikowski, 1988; Bailey and Pearson, 1983; Richins, 1983 as cited in Omar et al, 2011). This would appear to emotions and social norms and ultimately bring influence in behavioural change of the consumer (Humlen 2014).
(4) Online sensory stimulation: Depiction the exterior of a good; website’s colour, configuration, menu plans (DeLone and McLean, 1992).
(5) Online social interaction purposes: Forum, room chat purposes (Kim, 2002), and sale purposes.
(6) Security concerns: Fortification of privacy/security of the online payment, etc. (Flavian and Guinalieu, 2006, George, 2004).
An online marketing behaviour framework could be derived from the above key factors identified from the literature.

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