Consumer behaviour

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Chapter 4

• Consumer behaviour

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Learning Objectives

• After studying this section, you should be able
  to
• Recognise the different influences on the
  diffusion of the Internet through society
• Appreciate the differences in motivations for
  use, adoption, rejection and non-use of the
  Internet amongst different members of society
  Identify the different motivations for using the
  Internet, and the different types of Internet
  users. Identify the different motivations for
  using the Internet, and the different types of
  Internet users.
• Recognise behaviours unique to the computer
  mediated environment of the Internet
• Understand the barriers to adoption and use of
  the Internet
• Apply marketing theory and practice to address
  the issues raised by the barriers to Internet
  adoption
• Understand how and why people choose not to use
  the Internet

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Quote

• "This is not like TV, only better. This is life."
  
• Lenny Nero (Ralph Fiennes)

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Innovation Adoption and the Internet

• Innovation Adoption and the really new product
  (RNP)
• innovation that is ground breaking
• there is no existing category to define the
  product
• represents the development of new technology
• has a propensity to set standards
• is not an easy product for consumers to adopt

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Innovation Adoption Curves, Contagions and
Cultural Differences

• Classic S-curve theory
• Multiple S-curve theory
• Contagion Curves Social Transmitted Innovations

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Cumulative diffusion curve
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Multiple rates of diffusion across three
subcultures
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Contagion-like diffusion
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Diffusion of innovations

• Alperts four innovation fascinations
• emotional
• intellectual
• social acceptance
• practicality

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Diffusion of innovations Rogers (1983)

• Five Features of Innovations
• relative advantage
• compatibility
• complexity
• trialability
• observability

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Adoption profile of Internet users

• Innovation adoption overview
• innovators
• early adopters
• early majority
• late majority
• laggards

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Rogers' (1983) Five Categories of Innovators

• Name Characteristic Percentage
• Innovators venturesome 2.5
• Early Adopters respectable 13.5
• Early Majority deliberate 34.0
• Late Majority sceptical 34.0
• Laggards traditional 16.0
• 100.0

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Adoption profile of Internet users

• Innovation Adoption Overview
• Innovators Venturesome, (try anything once)
• Early Adopters Respectable (the Net is hip -
  adopt now to be a social leader
• Early Majority Deliberate (needs and wants)
• Late Majority Sceptical (ends up needing, not
  always wanting)
• Laggards Traditional (want not, adopt not)

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Internet user categories

• Directed information seekers
• Undirected information seekers
• Bargain hunters
• Entertainment seekers
• Directed buyers

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Why people use the Internet

• Anonymity, and the non corporeal body
• Communications reach out and chat with someone
• Convenience
• Information seeking
• Global access
• Community/sense of belonging/pursuit of common
  interest and goals
• Utility/necessity/fear of being left behind
• recreation, leisure and pleasure
• Inherent merit

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Internet specific behaviours

• Self representation
• self publishing
• avatars
• Cybercommuning
• shared interests
• shared support
• Flow
• movement between points of interest with little
  or no awareness of distractions outside
  influences or irrelevant thoughts

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Restrictions and constrictions

• Factors preventing full use of the Internet
• Cost time and money
• Internet literacy
• Fear
• Lack of desire
• no benefit,
• no consequence, and
• no value
• Expectation Gap
• promised the earth, delivered a bucket of soil

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Implications for Marketing

• Lower the Barriers
• Lower the expectations
• Securing the Internet
• Accept rejection as a legitimate choice

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