online shope .pptx

7/29/2019 online shope .pptx

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THE ROLE OF ONLINE STORE

ATMOSPHERICS IN CONSUMER

BEHAVIORTommi Kaikkonen


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OUT LINE

IntroductionWhat Is Online Store

E-commerce And Online Store

Brief History of Online Store

What Is Consumer Behavior

Consumer Behavior In Online Store

The Online Store Environment Framework

References


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INTRODUCTION

The purpose of this article is to examine

the history of both offline and online store

environment research, review the current

discourse on online store atmospherics andhow it effects customer behavior, and review

empiric findings on atmospheric attributes,

such as background music, font and color ofweb site.


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WHAT IS ONLINE STORE

An online store, accessible with a computer througha browser via the internet.

According to emarketingdictionary.com definitiononline store is a web site that enables visitors tofind, order and pay for products and services.

Online store atmospherics have been studied widelyFurthermore, the way web designers establishatmospherics online is continually changing andevolving with leaps in web technology,.


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E-COMMERCE AND ONLINE STORE

E-commerce describes the process of buying,

selling, transferring, or exchanging products,

services, and information via computer

network, including the Internet.

Online Store is a part of E-commerce


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BRIEF HISTORY OF ONLINE STORE

EC applications were developed first in the early 1970s thatis electronic funds transfer(EFT).

Thaninter organizational system(IOS)

Electronic commerce has been on the rise especially sincethe invention of World Wide Web browsing in 1990 by TimBerners-Lee.

By the end of the 20th century, online security had

improved and continuous connection to the internet waspossible via DSL (digital subscriber line), enabling e-commerce to function on a whole new level.

In 2011, e-commerce and online retail sales in theUnited States alone were projected to reach $197billion.


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WHAT IS CONSUMER BEHAVIOR

Consumer behavior is the study of individuals,

groups, or organizations and the processes

they use to select, secure, and dispose of

products, services, experiences, or ideas tosatisfy needs and the impacts that these

processes have on the consumer and society


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CONSUMER BEHAVIOR IN ONLINE

STORE

Electronic markets affect the consumer purchasedecision in two ways.

First,

The digitization of market mechanism reducescustomers search costs in terms of money, time andeffort needed to gather information on price, qualityand product features.

Second,

The information of products and their distribution isdigitized. For the seller, digitization eliminates the needto maintain an inventory of goods.


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IMPORTANCE OF CONSUMER

BEHAVIOR IN ONLINE STORE

This is because in an offline setting, the retail

environment is totally under the control of the

store manager, though customers can openly

voice their opinions.

In an online environment, a customer might

have the feeling that he has no control over

the environment because he cant evencommunicate to staff directly.


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THE ONLINE STORE ENVIRONMENT

FRAMEWORK


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Online Store Considerations

Advantages

Unlimited space to present

product assortments, displays,

and information

Can be customized to theindividual customer

Can be modified frequently

Can promote cross-

merchandising and impulse

purchasing Enables a shopper to enter and

exit an online store in a matter of

minutes

Disadvantages

Can be slow for dialup shoppers

Can be too complex

Cannot display three-dimensional aspects of productswell

Requires constant updating

More likely to be exited withoutpurchase


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The S-O-R paradigm


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Conclusion


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Analysis

Most of the information and knowledge-how in online

atmospheric attributes lies behind professional designers

applying best practices. They can design online stores that are

pleasurable to look at due to color harmony, intelligent use of

white space and great typefaces. This literature review makes it clear that atmospherics have a

significant influence on consumer behavior in the online setting.

Online store atmospherics can influence which product a

consumer chooses to buy, they can affect store image throughdifferent atmospheric attributes such as font personality or

amount of white space. Colors and color schemes affect us both

physiologically and psychologically and those effects should be

taken into account when managers plan for an online store.


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REFERENCES

Book References Electronic Commerce, Efraim Turban, Pearson

Education,2004.

Management Information Systems,James A OBrien, SeventhEdition, TATA McGRAW HILL

http://www.tcs.com/Pages/default.aspx

http://www.nirma.co.in/index.htm


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