•One change in
traditional business forced by the on-line information business is the creation
of a new transaction category called small-fee transactions for micro services
•The customer
by giving some information away for free and provide information bundles that
cover the transaction overhead.
•The growth of
small-money transfers could foster a boom in other complementary information
services
•The
complexity is also increased in micro services when an activity named, re-verification
is entered.
•It means
checking on the validity of the transaction after it has been approved
Desirable Characteristics of an
Electronic marketplace
•Critical mass
of Buyers and sellers: To get critical mass, use electronic mechanisms
•Opportunity for independent
evaluations and for customer dialogue and discussion: Users not only buy and
sell products, they compare notes on who has the best products and whose prices
are outrageous
•Negotiation
and bargaining: Buyers and sellers need to able to haggle over conditions of
mutual satisfaction, money, terms & conditions, delivery dates &
evaluation criteria
•New products
and services: Electronic marketplace is only support full information about new
services
•Seamless
interface: The trading is having pieces work together so that information can
flow seamlessly
•Resource for
disgruntled buyers: It provide for resolving disagreements by returning the
product.
Mercantile Process models
•Mercantile
processes define interaction models between consumers and merchants for on-line
commerce
Mercantile Models From The Consumer's
Perspective
(i) Pre-purchase preparation
(a) The consumer information search process.
(b) The Organizational search process.
(c) Consumer search experiences.
(d) Information brokers & brokerages.
(ii) Purchase consummation.
(a) Mercantile process using digital cash.
(b) Mercantile transaction using credit cards.
(c) Costs of electronic purchasing.
(iii) Post purchase interaction.
Mercantile
Models From The Consumer's Perspective
•The pre-purchase
preparation phase include search and discovery for a set of products to meet
customer requirements
•The purchase
consummation phase include mercantile protocols
•The post-purchase
interaction phase includes customer service & support
Pre-purchase Preparation
•The purchase
is done by the buyers, so consumers can be categorized into 3 types
•Impulsive
buyers, who purchase products quickly
•Patient
buyers, purchase products after making some comparisons
•Analytical
buyers, who do substantial research before making decision to purchase
Products.
Marketing
researches have several types of purchasing:
•Specifically
planned purchases
•Generally
planned purchases
•Reminder purchase
•Entirely
unplanned purchases
The
consumer information search process
•Information
search is defined as the degree of care, perception,& effort directed
toward obtaining data or information related to the decision problem
The
Organizational search process
•Organizational
search can be viewed as a process through which an organization adapts to such
changes in its external environment as new suppliers, products, & services.
Consumer
Search Experiences
•The
distinction between carrying out a shopping activity “to achieve
a goal” (utilitarian) as opposed to doing it because “ u love it” (hedonic).
Information
Brokers and Brokerages
•To facilitate
better consumer and organizational search, intermediaries called information
brokers or brokerages
Information brokerages are needed for 3 reasons:
Comparison shopping, reduced search costs, and integration
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