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The rapid diffusion of the internet as a commercial medium has been widely documented
(Hoffman and Novak 1996; jones and Biasiotton, 1999; Radosevich and Tweney , 1999).
Shopping has become the fastest- growing use of the internet, with about 53% of internet users
reporting shopping as a primary use of the web (GVUs WWW9th user surveys, US$226 billion
in 2000 and US$ 1234 billion in 2002, according to projections by Activ Media (1999). Although
Internet shopping is becoming an accepted way to purchase many kind of products and services.
( Journal of Business Research 56(2003) 867-875 )
Internet marketing is conceptually difference from other marketing channels and internet a
one to one communication between the seller and the end user with the clock customer service.
Today , business internet marketing is the fastest growing segment of online commerce. The
major difference between traditional and online selling is the extent of interaction between the
consumer and the seller . There is much more electronic interactivity with the consumer in the
consumer in the from of emails and FAQs. Through FAQs, the consumers questions on
shipment, payment , product, policies and other customer concerns can be addressed effectively
(pervaiz Ali,2011). (Journal of Marketing and Consumer Research)
Increasing numbers of people are gravitating towards more intensive use of the internet
as internet as the accessibility of technology, the availabilities of information, and the ability to
interact through the internet increase and evolve. Obvious capabilities of the internet include
avenues for gathering information, purchasing a product, or rendering a service .These advances
in internet technology allow for the expansion of shopping options beyond traditional methods
that may be more time consuming. Issues with having to physically gather information with
offline shopping methods that may be more time consuming. Issues with having to physically
gather information with offline shopping methods are alleviated , and customers are better able to
efficiency use their time. For instance, instead of having to physically visit different stores to
compare prices or rely on circular pamphlets in newspapers, a consumer is able to search and
retrieve needed information through the internet. The internet explosion has opened the doors to
a new electronic world. Consumers are now able to use the internet for a variety of purposes such
as research , communication, online banking, and of conducting business conveniently. (Journal
of Marketing and Consumer Research)
In the business to consumer (B2C) e-commerce cycle activity , consumers use internet
for many reasons and purposes such as: searching for product features , prices or reviews,
selecting products and services through internet, placing the order, making payments or any other
means which is then followed by delivery of the required products through internet, or other
means and last is sales service through internet or other mean (Sinha, 2010).Over the past few
decades, the internet has developed into a vast global market place for the exchange of goods and
services. In many developed countries, the internet has been adopted as an important medium,
offering a wide assortment of products with 24 hour availability and wide area coverage. In some
other countries, such as Iran , however business-to-consumer electronic commerce has been
much below than anticipated proportion of total retail business due to its certain limitations
(Sylke, Belanger, and Comunale, 2002).(International Journal of Marketing Studies; Vol. 4 , No.5
;2012)
Online shopping behavior (also called online buying behavior and Internet
shopping/buying behavior) refers to the process of purchasing of purchasing products or services
via the internet. The process consists of five steps similar to those associated with traditional
shopping behavior (Liang and Lai, 2000) In the typical online shopping process, when potential
consumer recognize a need for some merchandise or service, they to the internet and search for
need-related information. (International Journal of Marketing Studies; Vol. 4 , No.5 ;2012)
Consumers attitude to wards online shopping refers to their psychological state on terms of
making purchases. All the products in online stores are described through text in with photos and
with multimedia files.
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