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Essay / Research Paper Abstract
A 4 page research paper that discusses Internet marketing and what factors influence customer in making the decision to purchase. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: D0_khoncus.rtf
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Unformatted sample text from the term paper:
therefore, unlikely to abandon a shopping cart and go home if a problem arises in finding the desired merchandise; however, in an online shopping environment, the situation is quite different.
A 2007 opinion poll indicates that 88 percent of the respondents said that they would simply abandon a site if they encounter a problem and shop elsewhere and 44 percent
indicated that they would shop at a rival site (Croft, 2007). Customer problems vary. Roughly a third of the online shoppers indicated that they got error messages when they
tried to purchase. Additional problems include difficulty navigating through the site and also problems with logging in (Croft, 2007). If the customer is an infrequent user of the site, he
or she may have forgotten their username and password. As one retailer commented, "If people cant find what they are looking for they cant buy it. And if the
checkout process is not intuitive, they will drop out" (Croft, 2007, p. 43). In other words, flashy animation and sophisticated graphics will not promote the customer decision-making process if the
site is not user-friendly. Customers want "clear browsing and navigation, upfront charges, and an easy checkout process" (Croft, 2007, p. 43). In order to avoid antagonizing customer, Brechner (2006)
stresses the importance of online integration between online marketing affiliates. When customers run into problems in brick-and-mortar retailing, clerks are available to sooth them, but this option is not available
for online retailing and the competitor is "just a click away" (Brechner, 2006, p. 26). It a retailer is not consistent and presenting the same message at all affiliated sites,
customers can be alienated. For example, a customer receives an email announcement of a new product, visits the site and finds that the product is on "backorder discontinued" or the
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