consumersare affected by social influence from online reviews and recommendation, aswell as from offline sources.
The digital environment allows consumers to tapinto information from a much wider groupof consumers, including people they do not know personally. Improved access toinformation about products, services and prices has been shown to have positivebenefits for consumers, however, some consumers may find the volume of informationavailable overwhelming. A social network provides a forum for consumers to adviceand provide suggestions to friends in their network. Consumers may be morelikely to trust information from people they know and may therefore put greaterweight on information achieved via social networks rather than on informationfrom other online reviews.
ANALYSIS OF INFORMATIONConsumersdo not utilise online search and filtering tools fully and only considerwebsites that appear among the top search results. Consumers form referencepoints during the search process and the first product or seller viewed as partof the search process is likely to serve as the consumer’s reference point forthe remainder of the search. Consumers compare subsequent search results tothis reference point, they may require relatively large improvements in productattributes or reductions in price to choose another product or seller than thereference point. Trust in suppliers and the information they provide is one ofthe major issues in the digital environment. Online consumers trust well-knownbrands and, as a result, established brands are gaining market share.Theperceived trustworthiness of different sources of information gives anindication of the perceived quality of the information provided throughdifferent sources, and also provides an indication of the relative weightconsumers are likely to give to different sources of information.Recommendations and consumer reviews are highly trusted sources of informationthat have been shown to influence consumer behaviour. Consumer trust inadvertising information is relatively low.
PURCHASE DECISIONThissection looks at the stage of the purchase process where the consumer acts onthe assessment of information and makes the actual purchase online. Purchasingin the digital environment may be more convenient for consumers, especially ifthey suffer from time or geographic constraints. However, some barriers toe-commerce exist that may discourage consumers from buying online, such asprivacy or security concerns.POST PURCHASE BEHAVIOUR Whenconsumers purchase in the digital environment they may experience a change inthe type of problem incurred compared to purchasing offline. Most typically,problems with e-commerce are related to delivery or the quality of the productor service. Although consumers often think that problems with online purchasesare difficult to resolve, the majority of consumers are happy with the outcomeof their complaint.
POST-SALE INTERACTIONSBusinessescan encourage repeat purchases through e-mail advertising. Post-sale emails maybe used to both cultivate consumers and provide customer care. A large share ofe-commerce sellers sends at least one post-sale e-mail to customers.Guarantees, transparent return policies and order fulfilment have also beenshown to increase the likelihood that consumers return to the retail website.Post-sale advertising may increase e-loyalty; particularly if the consumer hasopted into the e-mail service.CONCLUSIONS Customers today are highly informed and moredemanding than before. Responsiveness to customer needs and changing marketconditions has become more important for the success of firms and calls for theintroduction of new products and services together with innovation capacity fora firm (Robertson and Yu, 2003) Our study shows that digital environment bringmajor changes in the purchasing behavior of consumers.
The internet and thedevelopment of e-commerce have opened many opportunities for consumers andbusinesses. Businesses can benefit from better access to larger markets and tomarkets in other countries. Consumers benefit from access to a wider variety ofgoods and sellers, greater convenience, improved possibilities to compareproducts and prices, and in some instances, lower prices. In addition, allusers potentially benefit from better access to content and information, lowertransaction costs, reduced environmental costs and wider benefits such asimproved learning, innovation and creativity. In the interaction betweenconsumers and businesses online there may be an issue of information overload.
Consumers are unable to search and analyse all relevant information availableonline and use search and filtering tools to identify the most relevantinformation. The digital environment leads to lower transaction, storage anddelivery costs ReferencesDaveEvans with Jake McKeeby , Social Media Marketing :The Next Generation ofBusiness Engagement, Wiley Publishing, Inc., Indianapolis, Indiana, ISBN:978-0-470-63403-5Dr. Vipin Kumar* & Kadambini Kumari ,A shift Paradigmof Consumer towards online shopping Dr.
Vipin Kumar* & Kadambini Kumari