קניות באינטרנט - סקירת מצב
During my career as a project manager for the building of websites, and a business development consultant mainly in the WWW arena, I have taken part in the creation and management of several online shops (www.zer4u.co.il, www.theoutlet.co.il, www.dolittle.co.il), and as I see it, online shopping activity has grown a great deal in the past few years, but there’s still something missing. Studies show that out of 100 purchase-ready customers completely intended on buying a product, only 34 will accomplish their goals.
In this paper I will relate to this issue from the consumer’s decision-making process point of view.
The scope of the study, reaches those consumers who have already decided to make a purchase, and for some reason do not accomplish to complete the purchase process. Studies estimate that up to 75% of all shopping carts are abandoned before the sale is closed.
In order to analyze the abandoned shopping cart phenomenon, I will approach it from the consumers’ decision-making process point of view, and how it has changed while shopping in online environments, in respect to shopping in the traditional custom, i.e. physical shops. I will first map out the traditional consumer decision-making process, and then extend to the online experience. The online consumer is one who commits the shopping activity via a computer-based interface, where the consumer’s computer is connected to, and can interact with, a retailer’s digital storefront (implemented on some computer) through a network (e.g., the WWW).
The discussion of this paper will point out the differences in the consumer decision-making processes, and the conclusion will analyze the reasons for the massive consumer abandonment on the web in relation to physical shops.
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by: Michal Moreno