Internet Marketing and Consumers Online: Identification of Website Attributes Catering to Specific Consumer Intents in a Digital Paradigm

Internet Marketing and Consumers Online: Identification of Website Attributes Catering to Specific Consumer Intents in a Digital Paradigm

Neha Jain (Jaypee Institute of Information Technology, India), Vandana Ahuja (Jaypee Institute of Information Technology, India) and Y. Medury (Jaypee Education System, India)
Copyright: © 2012 |Pages: 13
DOI: 10.4018/ijom.2012070105
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Abstract

The internet plays two important roles in marketing-influencing consumer behavior and harnessing consumer intelligence. While its vital for organizations to evaluate consumer intentions and provide consumers the necessary information they are looking for, equally important is the need for collecting consumer data by studying the consumer behavioral patterns on the internet and subsequently nurturing long term relationships with consumers. This study aims at identifying the dimensions of website attributes that represent intentions of consumers for visiting product and brand websites and examines the relationship between various website attributes, with respect to the function performed by the attribute. The methods on how the results were obtained and used will be explored further in this article. This research will be further used for analyzing website attributes with respect to Web Traffic, Website Reputation, Alexa Reach & Readability.
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Literature Review

In the twenty-first century, e-commerce and online shopping have reached a stage of steady growth. To encourage consumers to shop online, internet advertising has become one of the most important marketing strategies (Wu et al., 2011). Electronic commerce is rapidly changing the way people do business all over the world. In the business-to-consumer segment, sales through the web have been increasing dramatically over the last few years. Customers, not only those from well developed countries, but also those from developing countries, are getting used to the new shopping channel (Cheung et al., 2003). An organization’s key to survival in the new information age revolution is in its ability to successfully integrate and adapt its management practices with new information technologies offered by the internet (Cudmore et al., 2011).

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