What is the purchase process of online consumers
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
The purchase process of online consumers, that is, the formation and realization of online consumers' purchase behavior, is the integration and unification of consumers' needs, purchase motivations, purchase activities and post purchase use feelings. The analysis of the purchase process of consumers will help enterprises better understand the needs of consumers, so as to help enterprises Beijing website production Provide necessary support for online marketing. The purchase process of online consumers can be roughly divided into five stages: demand arousal, information collection, comparison and selection, purchase decision and post purchase evaluation.
1. Arousing demand
The starting point of the online purchase process is to arouse demand. In the traditional mode, what arouses consumer demand may be internal or external stimulus. For example, a person has to eat every day because of the pressure generated by his internal physiological needs; The appetites generated by smelling the attractive fragrance of food are stimulated by the external environment.
In online marketing, the motivation of arousing demand can only be limited to vision and hearing. The characteristics of the network make text representation, picture statistics and sound configuration the direct motivation to induce consumers to buy. In this regard, it is quite difficult for online marketing to attract consumers. Due to the inducibility of consumer behavior, online stores should pay attention to highlighting their own site characteristics and distinctive themes in site design and web page production; In the structure and background, it reflects its unique side and reflects its own corporate culture and business philosophy. Experiential marketing is used to combine the feeling and feeling of consumers, and text, image, animation, music and other elements are integrated in the web page, making online shopping more attractive. For example, Dangdang has adopted three magic weapons, namely "RMB 2 special price", "quick registration" and "door-to-door delivery", which have attracted the attention of a large number of netizens and also aroused a large number of shopping demands.
2. Collect information
Information collection refers to the behavior of consumers to identify and obtain relevant information that can solve their own problems. When collecting information, consumers want to maximize the product information that can solve the problem. Generally speaking, in the traditional purchase process, consumers collect information passively.
Compared with the traditional mode, online consumption not only has a wide range of choices, fast and simple, but also can maximize the initiative of consumers. On the one hand, consumers can track and inquire through the Internet according to the information they know; On the other hand, consumers can also publish their needs for certain products or information on the Internet, and get help from other Internet users. Online retailers can make consumers have a comprehensive understanding of all aspects of the product and meet consumers' information needs through a series of measures such as setting up consumption forums and establishing online virtual exhibition halls. Promote purchase behavior. Online retailers should have a fast server. It is hard to imagine that online consumers will be interested in a website with slow service speed. Therefore, improving the speed of the server is very important in the process of consumer information collection. If consumers collect a lot of valuable information through the website of an online retailer, and the collection is fast and efficient, consumers will naturally improve their evaluation of the retailer, and the purchase process will also be accelerated.
3. Comparison and selection
Through information collection, consumers will form several possible schemes, and then evaluate and select these schemes according to certain evaluation criteria and certain selection methods. Under the traditional consumption mode, consumers can compare and judge products through physical contact such as touch, smell, audition and try on.
However, in online consumption, consumers do not directly contact physical objects. Consumers' comparison of goods and services can only rely on the description of businesses, and this description is mostly limited to words and pictures. This limitation is the direct reason that determines the type of products sold online. If the description of products or services provided by businesses is not attractive, it will be difficult to win customers. However, if the description is exaggerated to the extent of falsehood, it may lose customers forever. Therefore, grasping the "degree" of product information description is a difficult problem for manufacturers and web page makers, and judging the reliability and authenticity of this information is a difficult problem for consumers.
4. Purchase decision
After scheme evaluation and selection, consumers will form a purchase intention for a product, that is, they have the intention and intention to buy a product. However, the purchase intention does not mean that consumers are determined to purchase. When consumers decide to buy a product, they may also be affected by other factors.
When online consumers decide to buy a certain commodity, they must generally meet three conditions:
First, have a sense of trust in manufacturers;
Second, have a sense of security for payment; Third, I like the products.
Therefore, to establish an enterprise image, improve the payment method and commodity mailing method, and comprehensively improve product quality are the three key tasks that every manufacturer participating in online marketing must focus on. Only when these three tasks are well done can consumers make purchase decisions without hesitation.
Compared with traditional purchase methods, online consumers' purchase decisions have many characteristics: first, online consumers' rational motivation accounts for a larger proportion, while emotional motivation accounts for a smaller proportion; Secondly, online buyers are less affected by the outside world, and most of the purchase decisions are made by themselves or after consultation with their families; Third, the decision-making behavior of online shopping is much faster than that of traditional shopping.
5. Post purchase evaluation
After the consumer has purchased the product, the whole purchase process does not end, but enters the post purchase period. Consumers often test and reflect on their purchase choices through use, and reconsider whether such purchases are correct, whether the utility is ideal, and whether the service is considerate. Post purchase evaluation often determines the future purchase trend of consumers.
In the network environment, consumers will reflect their online shopping experience on the network. The speed and breadth of information transmission in cyberspace cannot be measured. If consumers' comments are positive, enterprises may benefit greatly; However, if consumers feel dissatisfied after purchase, it is likely to be expressed through the Internet, which will have a negative impact on the minds of netizens and eliminate the purchase desire of many potential consumers. Enterprises should pay close attention to consumers' feelings after purchase, make full use of the network to communicate the convenience of information between enterprises and consumers, take timely measures to make up for the shortcomings of products or services, and minimize consumers' dissatisfaction. At the same time, by collecting consumers' feelings after purchase, enterprises can also understand consumers' new needs, timely capture market opportunities, and improve the applicability and effectiveness of new product development.
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