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Consumer Behavior

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Submitted By anjanae
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Edwin, Xu
Online Consumer Behavior As online shopping becomes a major trend in the recent 20 years and with the better technology, there are a lot of people especially the young generation tend to prefer shopping online rather than walking from one local store to another. Even though we know the internet activity will keep growing and will bring us so many advantages such as time saving, price selection, more choices of products/services and so on; however, there are some main issues and concerns we have to deal when it comes to online shopping. Signage inconsistency is one of issues online. It usually happens when a consumer saw an ad on a retailer’s website, and he has been told on the ad to come down to local branch for more advantages or bonus. When the consumer actually got to the place mentioned on the ad, he just could not be sure if he is in the right place, because there are either no signs or anything that really watches the ad he saw online. So, it provides inconveniences to the consumer, and chances are the consumers might end up paying more money than shopping online. According to Paco Underhill, the consumer culture behind “Why We Buy” discussed all kinds of frustrations people have in “interview with the WSJ Digits blog”. The one he talked about is the price inconsistency. He just wonders why in the world online merchants are trying to sell the same product in retail stores for one price but yet another different price on their web. Is it because those online sellers think they can be able to out smart consumer or the buyers will never find out the dirty trick. Those activities will only end up more consumer frustrations, anger, because people will eventually discover this lie. Inventory consistency and customer service inconsistency are big problems. Sometimes people use the internet as their pre-shopping tool to search the exact product...

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