Understanding the User in Electronic Commerce

Abstract

Electronic commerce has rapidly become a reality giving rise to significant changes in the relationship between vendor/client and thus deserving a deep analysis. In the present scenario, businesses are called upon to provide products that are becoming more and more like services, and the client is invited to enter into a form of relationship marketing. In reference to this aspect of the development of electronic commerce, the present paper proposes a taxonomy of user/client behavior with reference to three factors a) the behavior of users in regard to the supplier of products b) the behavior of users within the Net c) the way in which users process the information content of messages elaborated by product supplier.

Get full access to this article

View all access options for this article.

References

Berry

L. L.

(1983). Relationship Marketing. In Berry

Shostack

G. L.

Upah

G. D.

Emerging Perspective of Services Marketing. American Marketing Association, Chicago, IL, 25–28.

Berthon

Pitt

Watson

(1996). The World Wide Web as an Advertising Medium: Towards an understanding of conversion efficiency. Journal of Advertising Research, 36 (1) 42–54.

Eagly

A. H.

Chaiken

(1993). The psycology of attitudes. Harcoutt Brace Jovanovich, Orlando, FL.

Grönroos

(1989). Defining Marketing: A Market-oriented Approach. European Journal of Marketing, 23, 52–60.

Grönroos

(1990a). Service Management and Marketing. Managing the Moments of Truth in Service Competition. Free Press/Lexington Books, Lexington, MA.

Grönroos

(1990b). Relationship Approach to the marketing function in Service Context: The Marketing and Organizational Behaviour interface. Journal of Business Research, 20, 3–12.

Grönroos

(1996). Quo vadis Marketing? Toward Relationship Marketing paradigm. Journal of Marketing Management, 10, 347–360.

Guidotti

(1997) Internet e Comunicazione. Franco Angeli, Milano.

Hirschman

A. O.

(1970). Exit, voice and loyalty. Cambridge, MA: The MIT Press.

10.

Hjorth

(1996). Fragments of New Marketing. Internaut states of Mind. On line paper, consulted at the following URL, http://www.innovell.com/Marketing/Fragment.htm, on january, 14th, 2000.

11.

Maddox

L. M.

Mehta

(1977). The role and effects of Web Addresses in Advertising. Journal of advertising Research, 37 (2), 47–59.

12.

Mariani

Parlangeli

Bracci

Bagnara

(1999). Information Technologies in Services: Old and New Problems. Proceedings of IHC'99, 17–19 October, 1999, Campinas-SP, Brasil. Published on CD.

13.

Morelli

(1998). L'impresa in rete. Franco Angeli, Milano.

14.

Petty

R. E.

Cacioppo

J. T.

Goldman

(1981). Personal involvement as a determinant of argument-based persuasions. Journal of Personality and Social Psycology, 4, 847–855.

15.

Petty

R. E.

Cacioppo

J. T.

(1986). The Elaboration Likelihood Model of Persuasion. In Berkowitz

. Advances experimental social psycology. Accademy Press, New York.

16.

Rapp

Collins

(1990). The Great marketing Turnaround. Prentice-Hall, Englewood Cliffs, NJ.

17.

Riedl

Bush

(1997). Marketing Kommunikation in Online-Medien: Anwendungsbedingungen, Vorteile und Restriktionen. Working Paper 1. Univesität Bayreuth, Lehrstuhl Marketing.